A bad brief always comes at a cost.
Usually it's the team that pays it. Hours spent working out what someone actually meant. Work that gets redone because the brief was vague. Briefs sitting in limbo while you chase the missing pieces. Bad briefs cost time, money, and the work itself, and hardly anyone's adding it up. BriefIQ does.
Try the demoThe Real Cost of a Bad Brief.
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.
How it works
One system, three parts. They feed each other.
It catches the bad 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 shows the team what bad briefs are really costing
The more the team uses it, the more it learns. Over time it surfaces the patterns you'd never catch brief by brief: where time keeps getting lost, which gaps come up again and again, where the friction actually sits. The cost stops being a vague feeling and becomes something you can point to and act on. And as more teams in your industry come on board, it gets sharper about what good briefing looks like in your world specifically, not just in general.
It helps the whole team write better ones from the start
The best bad brief is the one that never gets sent. BriefIQ helps people write sharper briefs upfront, trained on award-winning briefs from D&AD, the Effies and Cannes. Useful from day one, smarter every week.
See it work. Right now.
Paste in a brief and watch what comes back.
This is part one, live and working today. Paste a brief or use one of the examples below, and you'll see exactly what BriefIQ flags and the reply it drafts for you.
Analysing against professional briefing frameworks. This takes around 20 seconds. We are making it faster every week.
Who it's for
Same problem. The cost just shows up differently depending on where you sit.
If you manage the work
You're the one holding the brief together, chasing the missing pieces, smoothing it over so the team can get going. BriefIQ does the chasing for you. It catches what's missing before it reaches your team, shows you the gaps that keep coming up, and keeps the whole pipeline moving without you having to be the bottleneck.
If you run the budget
You're not losing money on one bad brief. You're losing it across every team, every month, on work that gets redone because the input was wrong. BriefIQ turns that invisible cost into something you can see and measure: how much time the business is bleeding, and how much of it you can win back.
If you do the work
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 you your time back. Imagine what you'd do with it.
The Questions You're Probably Asking.
Bad Briefs Had a Good Run.
Early teams get BriefIQ free while we build it out together. You help shape the product and train the network, you get the whole system at no cost. Drop your details and I’ll be in touch.
Got feedback or want to chat? hello@briefiq.co
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.
Ten years in-house at