Some 35.5% of CMOs report a brief writing skills gap in their business, as do almost two-fifths of marketers in large organisations.
Writing an agency brief isn’t easy. Marketers need to clearly encapsulate everything relevant to their strategy, so the agency understands the ambition, vision and effectiveness goals.
While brief writing is an undoubted skill, it’s not one every business possesses. A third (32.5%) of the more than 3,500 respondents to Marketing Week’s exclusive 2025 Career & Salary Survey identify knowledge of writing agency briefs as a skills gap in their business.
More than a quarter (26.6%) of B2B marketers share this opinion, a figure which rises to 36.7% among their B2C peers. Marketers working within large organisations (250 employees and over) are more likely (37.9%) to report a knowledge gap around writing agency briefs than their counterparts within SMEs (25.9%).
