The Liberty Guild Uses AI to Fix Bad Briefs

Image credit: Cash Macanaya via Unsplash

Global creative business The Liberty Guild is solving one of the industry’s oldest problems by harnessing the power of one of its newest. 

It has developed an easy-to-understand AI-powered prompt process for marketers that augments the brief development process allowing them to create better briefs, subsequently allowing their agencies to create better ideas and everyone in the industry to create better work. 

At a time when most businesses are either wrestling with how AI can positively affect their business and not be its death knell or just using it to do things more quickly and cheaply, The Liberty Guild has operationalised AI and enabled client marketing teams to augment their process to elevate a brief far beyond what was possible before, in a fraction of the time. 

The process, which has already been shared with its members by the World Federation of Advertisers can be delivered and implemented through a one-day immersion session with a shorter taster ‘Lunch & Learn’ also available. 

Jon Williams, CEO of The Liberty Guild, said, “At the moment, AI is a thing that gets us all to go faster or cheaper. But what we need is for it to get us to better ideas, so it makes sense to start with the brief, which has been the primary reason for substandard ideas and substandard work for all of advertising history. And what is a brief if it's not a prompt for your agency? It's really simple: if we can all write better briefs, we can all make better work. We’ve operationalised AI to enhance, but not replace, human creativity.”  

The team that The Liberty Guild has assembled to develop the broader transformation and training process is an array of the leading minds in the generative AI space; Walter Pasquarelli, an internationally recognised advisor, speaker, and expert on AI strategy and leading advisory to NATO and The Economist Group; Zach Duenow ex-Haleon brand marketer who, whilst at their Marketing Center Of Excellence, transformed how they work with briefs and agencies to drive relevance and preference in the market; and Tim Sparke, founder of Congregation Partners, a training and recruitment consultancy that introduces the new skills teams need to stay commercially competitive, and have delivered award-winning learning programmes for Unilever, Vodafone, Coca-Cola, Bayer and many more.  

Zach Duenow, added, “Marketers often fall short of converting a commercial problem into a marketing opportunity because of bad briefs; a truly brilliant idea can only emerge from the understanding of the problem it fixes. What this AI-prompting process offers is augmentation over automation - it's not about replacing people but giving them the tools to improve what they do, to use AI to produce lateral thinking that augments marketers’ literal thinking.”