Writing Better Briefs & Delivering Better Briefings


Marketing Transformation Challenge:

  • To equip the McDonald’s Marketing Team and their Agencies with the core skills, knowledge and confidence to write better briefs and brief brilliantly.

The Solution:

  • Facilitated two 1½ day face to face program of workshops to coach in the principles of writing a great brief and briefing agencies brilliantly.
  • Using inspiring external examples to demonstrate why better briefs get better results, and coached the Teams on “live” outputs.
  • Used a “live” brief to embed the thinking with McDonald’s business.

Outputs and Benefits:

  • Created a new Brief template which has been adopted by McDonald’s U.S.A.
  • Developed a suite of best practice examples and Top Tips to drive better quality briefs and briefings, and improved results.
  • Motivated and aligned teams and a better quality live brief
  • Overall Net Promoter Score (NPS) of +51

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