Bad briefs, not budgets, are why your campaign fell flat
Shrinking budgets are a distraction: bad briefs and vague metrics are what really leave campaigns flat, and audiences disengaged, writes Sharon Zeev Poole, Founder at Agent99.
Sharon Zeev: Briefs may tick the right boxes, but often miss what matters most.
If you work in marketing right now, you don’t need yet another person telling you it’s a challenging environment.
Budgets aren’t just tight, they’re dissected at every line. You’re expected to deliver cultural relevance and commercial impact, whilst defending every decision because leadership teams want certainty in a market that offers very little of it.
At the same time, there’s an internal pull towards safety. Nobody wants to be the one who backed that risky idea. But all the while, externally, the brands that are winning attention are the ones doing the exact opposite and taking clear, confident positions.
