MBM, Stuff, Mediaworks bring BetterBriefs to Aotearoa

Kiwi media agency MBM, supported by Stuff and Mediaworks, have partnered with the independent global advisory and training business BetterBriefs.

The aim of the partnership is to help clients brief better to create more impactful ideas and achieve greater commercial and organisational effectiveness.

Invitation-only workshops, held in Auckland and Wellington, are the first in-person sessions hosted by BetterBriefs in New Zealand.

MBM Chief Executive Lee-Ann Morris says, “We are on a mission to help our clients realise more effective ideas, and of course that starts with the brief they share with us. We are ambitious for our clients and want to empower them to get the very best from the work we do. So, it was important to us that we learnt together how to improve the briefing process.”

The brief is the most important tool for a marketer, but it can often be overlooked. Research by BetterBriefs in partnership with the IPA (The Institute of Practitioners in Advertising) reveals that over 50% of those working in marketing communications had never been trained on how to write briefs or navigate the briefing process, despite the fundamental role the brief plays in providing strategic direction and unlocking creative success.

Morris added, “In its simplest form, a good client brief defines what a brand wants an agency to do, clearly defining the marketing strategy that is in place, the boundaries for creative thinking and the measure of success. It is the agency’s job to take this information and use creative and media smarts to achieve the defined goals in the most efficient way possible.”

Pieter-Paul von Weiler and Matt Davies set up BetterBriefs in 2021 after initiating the largest global study of briefs, involving 1,700 marketer and agency respondents across 70 global markets.

The research suggests that a third of marketing budgets are wasted due to poor briefing and misdirected work – equating to $ 200bn in global spend. The company has grown an enviable reputation across the globe thanks to their work with world renowned experts Mark Ritson, Peter Field, Les Binet and James Hurman as well as member organisations such as the IPA.

BetterBriefs Founder Pieter-Paul von Weiler says, “One of the most important things clients and agencies can do is work closely together on briefs, investing the time to collaborate and ensure both parties are crystal clear on what is being briefed and why. A good brief should guide the agency’s thinking, set clear direction, and outline the organisation’s focus.”

MBM clients including Griffin’s NZ, Burger King and Mazda were amongst the attendees at the interactive sessions with Matt Davies and Pieter-Paul von Weiler.

Adi Wickramaratne, Head of Digital Marketing & Engagement at Mazda Motors NZ says; “What a great afternoon hearing from the Better Briefs team. Matt and Pieter-Paul delivered some very sobering insights on the real-world impact of poorly written briefs, along with practical advice on how marketers can improve not just the briefs we write but the outcomes we deliver for our businesses and customers. Thanks to our team at MBM for continuing to challenge and inspire us.”

Hannah McKee, Marketing Director at Griffin’s NZ says; “Great food for our collective marketing brains spending quality time with the Better Briefs Team and our Agency partners. My key takeaway: simple, clear language is the way forward and if you haven’t cracked it in your brief, then re-write it!”

Jaana Collins, Director of Agency at Stuff Group, says; “Our goal is always to create and deliver the most effective and impactful campaigns for our commercial partners. Supporting businesses to improve the briefing process means they can better leverage the scale, reach and audience insights that media partners like Stuff and MediaWorks provide.”

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