How To Fix Your Broken Brief
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How To Fix Your Broken Brief
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As AI reshapes how marketing teams work, the fundamentals matter more than ever. Matt sits down with guest Ann Hoeger, a fractional CMO and change management leader, to unpack why better briefs, clearer roles, and stronger agency relationships lead to better creative work.
Ann shares what she has learned across CPG, B2B, private equity, innovation, and brand-building environments. She explains why great marketing starts with clarity: knowing your customer, defining success, assigning roles, and building enough trust to solve problems when the work gets messy.
What you’ll learn in this episode:
- Why a strong brief acts like a contract between a client and agency
- How unclear roles create friction across teams and agency partners
- Why “clarity is kindness” when managing multiple agencies or consultants
- How AI is changing the briefing process and raising the bar for human judgment
Check out Ann on LinkedIn!
https://www.linkedin.com/in/annhoeger/