Marketers don’t usually miss deadlines because they lack creativity. More often, they miss because the brief at the start is vague . Global research shows that around one-third of marketing budgets is wasted due to poor briefs and rebriefs  (BetterBriefs & IPA, 2021). A clear brief is like a funnel: what you put in determines what comes out. If the inputs are sharp—goals, audience, message, and channels—the outputs are strong. But if the brief is fuzzy, the result is almost g