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 gua