41. The Better Briefs Project with Matt Davies and Pieter-Paul von Weiler.

Approximately US$80 billion in marketing spend is wasted each year due to poor briefs. That's one-third of the marketing spend in the US. The BetterBriefs Project surveyed marketers and creative agencies in the US, UK, and Australia and uncovered frightening gaps between what marketers think about their briefs to agencies, and what agencies think about those briefs. Henry Gomez and Howard Ibach talk to Matt and Pieter-Paul about their findings, why this news is important and what can be done to improve briefs. Download the free report.