Why is effective briefing so difficult?

In partnership with

Briefing is arguably the most important function in the client: agency relationship, providing a blueprint against which work can be objectively assessed.

Why is Briefing still a problem?
Briefing formats are easy to find. Ask Chat GPT for the best written briefs and you’ll receive a simple 10-point template. However the marketing environment has seen enormous changes since the pandemic which have exacerbated the briefing situation. The challenges recognised within this paper have been experienced by large and small clients, local and international, irrespective of the nature of their business.