• 162: Howard Ibach on why better briefs breed better results.

  • May 2 2025
  • Length: 54 mins
  • Podcast

162: Howard Ibach on why better briefs breed better results.

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  • Summary

  • This week we kept on adding more and more and more irrelevant attachments to our so-called brief, in order to earn ourselves a swift rebuke from the marketing world’s Brief Batman – Howard Ibach.

    Inventor of the Creative Brief Mastery program, Howard is on a mission to make marketing briefs more meaningful. An advocate for clear thinking, proper collaboration and the single minded-proposition, Howard has been helping marketers all over the world put their bad briefing habits to bed (and then press a pillow over their drooling faces). He’s also an instructor at the Association of National Advertisers’ Marketing Training and Development Centre, the author of the brilliant ‘How To Write An Inspired Brief’ and host of the ‘Brief Bros’ podcast – confirming his undisputed status as the industry’s beefiest brief brain.

    In this episode, Howard will pick the art of briefing down to its rickety bones, sharing his invaluable expertise on what the perfect brief should say, be and do.

    This episode is proudly dedicated to Tom Jordan.

    Follow Howard on LinkedIn.

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    Timestamps

    03:45 - Lessons from Stonemasonry
    06:14 - Path to Writing and Advertising
    08:36 - The Influence of Advertising on Howard
    12:29 - The Importance of a Good Brief
    16:12 - Issues with Copying Client Briefs
    19:49 - The Disconnect Between Clients and Agencies
    24:24 - Collaboration in Brief Writing
    32:13 - Commonalities in Effective Briefs
    46:02 - Banishment of Purpose Advertising

    Howards Book Recommendations are:

    Chew with Your Mind Open by Cameron Day
    Spittin' Chiclets by Cameron Day
    Stones & Sticks by Cameron Day

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