It’s no secret that an unclear or otherwise shoddy pitch brief can get a new agency-client relationship off to a rocky start. 

Much has been written on how to improve them. Consultants, agencies and clients have discussed at length the art of making briefs crystal clear. 

But despite previous efforts to get teams of the same page brief wise, today most marketers believe their briefs are right on point while most agencies disagree. 

At least that is the insight that has motivated agency veterans—led by co-founder and CEO Richie Taaffe--to develop an AI-driven brief development platform they’re calling Deece. 

The Dublin-based startup has been quietly working with clients over the past year to test and refine the platform. 

"Nothing wastes a marketing budget faster than a bad brief,” says Taaffe. “Yet it remains one of the most neglected issues in our industry.” 

At its core is a brief builder that Taaffe says has been built specifically for marketing effectiveness, trained on strategic learnings distilled from hundreds of the most effective campaigns over the past 25 years, alongside curated marketing insights and trends. 

The platform, he adds, was developed with input from senior marketers at companies including Nestlé, Heineken and Etihad, and strategists from agencies including BBDO, Droga5 and Publicis. 

Taaffe’s resume includes stints with Clemenger BBDO, TBWA Australia and DDB Melbourne.  

The name of the platform is the phonetic spelling of the letters D and C, or “definitive clarity,” the intended outcome for users.  

According to Taaffe, early users of the platform report clearer briefs and estimate an average of 165 hours saved per campaign brief with project timelines reduced by three weeks.  

The firm has received some financial support from Enterprise Ireland--a government agency that supports startups with international growth potential. The founders have put their own money up as well and are considering raising investment in the next few months. 

More details on the platform’s capabilities can be found here.