Flying blind without a brief: A plea for the end of aimlessness

By Michaela Krause

Lately, it's become increasingly common—more and more clients are knocking on our door without a brief. In my opinion, this isn't just a disservice to us as an agency, but also to the client, who is doing their own company a great disservice. But why?

Stress, time pressure, and makeshift solutions everywhere you look
It's a sign of our times: in this hectic world, we face staff shortages, ongoing crises, and constant pressure to be “faster, more immediate, more makeshift.” I deliberately don’t say “agile,” because this hectic “just get it done quickly” mindset often feels neither self-determined nor iterative. When time is short and resources are limited, a briefing is seen as an unnecessary luxury. Yet, it’s the foundation of a successful project. Without a clear brief, we’re all navigating blindly through the fog—clients and agencies alike.

Studies show: The art of the brief Is declining
But time pressure isn’t the only enemy of a good brief. Briefing skills themselves are on the decline—many marketing professionals simply don't know how to create an effective brief. A 2021 study by the IPA (Institute of Practitioners in Advertising) shows that 80% of marketing managers believe they are good at briefing. However, only 10% of agencies would agree. According to the IPA, the quality of briefings has been steadily declining for years—and that’s a problem for both sides.

No clear objectives? Welcome to outcome roulette!
Without a clear briefing, crucial questions often remain unanswered: What exactly needs to be achieved? How does this contribute to the company's success? And what expectations are tied to measurable goals? Without defined goals and expectations, the project becomes an endless search for the right path. There's a risk of getting lost in irrelevant details or settling for an outcome that doesn’t align with the business strategy. Success becomes a gamble, and frustration is inevitable on both sides. Ultimately, success can't be measured if you don't define what success means. Without clear objectives, the project turns into outcome roulette—hoping for something useful at the end, but with no guarantees.

An undefined brief means an expanding budget
How much "communications sausage" do you need? A vague brief often leads to uncontrolled budgets and unexpected costs. Misunderstandings, wasted time, and quality issues follow, leading to dissatisfaction—or even disappointment. Not to mention that taking more time and care during the RFP process greatly increases the chance of finding the right agency. The cost of onboarding, testing, and then parting ways with the “wrong” partner is enormous—and can be avoided by providing clear input during the pitch process.

Setting priorities: The ultimate skill of a good brief
Another common issue with unclear briefs is the overload of requests and demands. Some clients gradually deliver overstuffed wish lists where everything is equally important and should be completed equally fast. But without prioritization, focus is lost. The essence of a good brief is to help separate the essential from the non-essential and set clear priorities.

A course without guardrails: A sign of a missing strategy?
This is where the combination of written form and personal discussion becomes crucial. Ideally, both forms of exchange should always be present. What’s put down on paper and later discussed prevents misunderstandings and misinterpretations. It also shows the client how the potential agency processes information and whether they can listen well. In my view, active listening is key. On the flip side, the written and discussed brief often acts as a test phase: after many experiences, agencies have learned that the absence of a brief is often a testament to the lack of a clear business strategy. If a company can’t describe its target audience, positioning, or goals, it’s often not just a lack of time but a lack of fundamental strategic guardrails.

A good brief attracts the right partners
Clients who invest in a strong brief are doing themselves a huge favor. They attract experienced and realistic agencies who might otherwise steer clear of a directionless RFP process. Just yesterday, we had to pull out of a proposal because a potential new client, despite several requests, wouldn’t provide more details or expectations.

Learning to brief: This is where we consultants can help
But instead of complaining, we as agencies have a responsibility to educate and provide support. A solid brief is the key to a successful campaign. As a small starter kit, we’ve created a guide along with a questionnaire for RFPs.

If you’re feeling overwhelmed, don’t worry—the perfect briefing process doesn’t exist. But a well-thought-out first step that clarifies what information is available and what isn’t is a good start. From there, dialogue and collaboration can begin. Or, to quote David Ogilvy: “Give me the freedom of a tight brief.”