Former Clems, DDB + TBWA executive launches AI platform tackling marketing’s briefing problem

Deece, a marketing technology startup co-founded by Australian agency veteran Richie Taaffe, has developed a platform designed to help marketers unlock their agency’s best work. Taaffe spent more than 15 years in client service and strategic roles with agencies including DDB and Clemenger BBDO in Melbourne and TBWA in Sydney, before launching Deece. Developed with input from senior marketers and agency leaders worldwide, the platform is now being made available more broadly.

The scale of the problem is clear from recent Australian data from the Association for Data-driven Marketing and Advertising (ADMA). Despite briefing being ranked among the top five skills CMOs are actively prioritising for team development, only 43% of marketers meet their leaders’ competency expectations when it comes to writing a brief.

Deece user data shows significant improvements in brief quality, 165 hours saved per campaign brief, project timelines reduced by three weeks, and improved marketing ROI.

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

At the core of the platform is a Brief Builder that uses artificial intelligence to help marketers improve the quality of their briefs.

The model has been trained using strategic learnings drawn from award-winning campaigns over the last 25 years, together with curated marketing insights and industry trends.

Marketers can incorporate relevant effectiveness case studies into briefs, giving agency partners proven examples to inform and inspire their work.

Despite being powered by AI, human expertise remains central to Deece. The platform has been shaped by the Deece team’s decades of experience on both the agency and brand side.

Collectively, Taaffe and the wider Deece team have worked with leading brands and organisations including Telstra, NAB, Unilever, Mastercard, PepsiCo and the AFL.

Designed to support, educate and empower marketers, the platform was built to solve challenges experienced by marketers and agencies.

Says Taaffe: “We didn’t set out to build an AI platform. We wanted to solve problems we’ve experienced time and time again throughout our careers. AI was the best way to bring that solution to life.”

To learn more or request a demo visit deece.ai.

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