A bad brief always comes at a cost.
A vague brief doesn't just slow one person down. It costs the whole team hours, drains the budget, and the work comes back wrong. Bad briefs are expensive, and almost nobody's adding up the bill. BriefIQ does.
saved this month
across 8 team members
briefs checked this month
+18% vs last month
Avg brief clarity
Most common gaps
- Undefined audience38%
- No success metric27%
- Conflicting deadlines19%
- Missing budget16%
Recent briefs
- Q3 product launch3 flags
- Social refreshclear
- EOFY campaign5 flags
Most active
8 team members briefing better
An industry-wide tax.
The brief problem isn't a you problem. It's an everyone problem, and the research has been saying so for years.
of marketing budgets are wasted on poor briefs and misdirected work.
Source: BetterBriefs Project (1,700+ marketers and agencies), presented at IPA EffWorks, 2021.
of creative teams spend over a quarter of their time on non-creative work.
Source: Monotype Scaling Creative Operations Report, 2025.
lower odds of strong marketing performance when objectives are unclear or conflicting.
Source: Gartner survey of 403 CMOs, 2024.
of creative professionals have experienced burnout in the past year, far above the 53% rate for workers overall.
Source: 2024 Mentally-Healthy Survey (Never Not Creative), 2,000+ media, marketing and creative professionals across AU, NZ, US and UK.
One problem, three headaches.
A vague brief never stays one person's problem. It lands on whoever manages the work, whoever funds it, and whoever has to make it.
If you manage the work
Brand managers, marketing leads
You're the one holding the brief together, chasing missing pieces so the team can start. BriefIQ does the chasing for you: it catches what's missing before it reaches your team and keeps the pipeline moving, without you as the bottleneck.
If you run the budget
CMOs, heads of marketing
You're not losing money on one bad brief. You're losing it across every team, every month, on work redone because the input was wrong. BriefIQ turns that invisible cost into a number you can see and win back.
If you do the work
Designers, copywriters, creative directors
You're here to make things, not to decode a one-line brief and write the polite version of “what do you actually want?” BriefIQ hands you the reply and gives your time back.
Catch it, cost it, prevent it.
One system that does three jobs. Each one makes the next sharper.
It catches the brief
BriefIQ sits in your inbox and reads every brief the second it lands. It flags what's vague, missing, or contradictory, then drafts a friendly reply asking for exactly what's missing. You read it, you send it, done. Nothing goes out without you, and every brief it sees makes it sharper.
It costs it out
The more your team uses it, the more it sees. It surfaces the patterns you'd miss brief by brief: where time keeps leaking, which gaps keep coming back, who needs what before work can start. The cost stops being a feeling and becomes a number you can act on.
It prevents the next one
The best bad brief is the one that never gets sent. BriefIQ helps your team write sharper briefs from the start, trained on award-winning briefs from D&AD, the Effies and Cannes. Better out of the box, smarter as the network grows.
Bad briefs had a good run.
Want to see it on your own briefs? That's the beta. BriefIQ catches the bad brief as it lands, shows you what unclear briefs are costing your team in hours, and helps everyone write sharper ones over time.
A third of marketing budgets goes to work that was briefed wrong. The beta is the fastest way to stop paying for it.
100% free for beta testers, with a direct line to the founder and a real say in what gets built.
Make it pop.
Hi, I'm Marina.
Ten years in creative, half of it in-house at Koala, Modibodi, Airtasker, Dovetail and Dulux. Here's what I keep seeing.
Everyone's racing to make creative output faster with AI, and nobody's fixing the input. The brief is still where the work lives or dies, and AI has made briefs worse, not better. Meanwhile talented people are getting measured on how fast they answer emails instead of the work they're actually there to do.
I'm done watching it happen. So I'm building the thing I always wanted: a system that catches the bad brief, shows you what it's costing, and helps the whole team write better ones. So everyone can get back to the work.
Got feedback or want to chat? hello@briefiq.co
Ten years in-house at
