ARE CLIENT BRIEFS GETTING WORSE?

Summary from the TLDR Design newsletter

Creative briefs are evolving in contradictory ways, becoming simultaneously longer and more collaborative while potentially losing focus, with a third of marketers admitting they lack briefing skills. Some founders report improvements in client understanding and more ambitious, story-focused briefs, while others struggle with information overload, AI-generated wordiness, and stakeholder misalignment that derails projects. Despite concerns that perpetually fluid documents may replace definitive direction, the brief remains essential, as face-to-face clarification is crucial for cutting through written ambiguity.