Irish startup Deece launches AI tool for better briefs

Deece has launched an artificial intelligence platform for marketing teams to improve advertising briefs. The Irish startup said the product addresses a problem it links to major losses in global marketing spending.

The platform is designed to help marketers write clearer, more strategically focused briefs for advertising agencies. It centres on a tool called Brief Builder, which Deece said draws on analysis of hundreds of effective campaigns from the past 25 years, along with marketing-specific research and trend data.

The launch targets a long-running tension between brands and agencies over briefing quality. Research cited by Deece found that 78% of marketers believe the briefs they give agencies provide clear strategic direction, while only 5% of agencies agree.

The same research estimated that poor briefs and misdirected work account for 33% of marketing budgets worldwide, or more than €370 billion a year, according to Deece. The study covered global markets, including Ireland.

The brief problem

Briefs are central to the relationship between advertisers and agencies because they set the direction for campaigns, budgets and creative work. Weak briefs can lead to repeated revisions, work aimed at the wrong audience and spending on campaigns that fail to meet business objectives.

Deece said it developed the product from practical experience on both the agency and client sides of the market. The business was founded by Richie Taaffe, whose career has included senior agency roles in Ireland and Australia, as well as in-house marketing leadership positions.

"Nothing wastes a marketing budget faster than a bad brief. And yet it remains one of the most underaddressed issues in our industry," said Richie Taaffe, Co-Founder, Deece.

According to Deece, the platform is designed specifically for marketing effectiveness rather than general consumer use. Relevant case studies can be inserted into briefs so agencies have examples of work tied to proven outcomes.

Deece was developed in Ireland with input from marketers and agencies in domestic and overseas markets. The startup also said it received backing from Enterprise Ireland and the wider startup ecosystem.

Pilot markets

Deece said several large brands are already using the platform in pilot projects in Ireland and the UAE. It is also in discussions with brands in the UK and Australia.

The early commercial activity suggests Deece is targeting both multinational clients and domestic marketing teams. The problem it addresses applies across sectors because briefing sits at the start of most brand and campaign planning processes.

Taaffe said the business did not begin as an artificial intelligence venture in the conventional sense. "The truth is we didn't set out to build an AI platform. We simply wanted to solve some of the real problems we've experienced time and time again over the years. AI just happened to be the best way to bring our solution to life," Taaffe said.

Despite its use of AI, Deece said human judgement remains central to the product. It described the software as a support tool for marketers rather than a replacement for staff or agencies.

Taaffe's background reflects the blend of agency and brand experience that Deece is aiming to turn into a software business. He started his career at Chemistry in Dublin, later studied advertising in Melbourne, and went on to work at DDB Melbourne, TBWA Sydney and Clemenger BBDO Melbourne before returning to Ireland. More recently, he held senior marketing roles at Three Ireland.

He has also been involved in award-winning campaigns, including Three's Connected Island work with Arranmore. He has judged the Irish and European Effies, awards focused on marketing effectiveness.

Alongside the product launch, Taaffe linked the company's branding to a personal influence. "From a personal point of view, I've been inspired by the entrepreneurial journey of my late sister Jenny, who passed away in 2019. It felt only right that our branding was designed by the agency she founded, which is a daily reminder of the impact she's had on my career," Taaffe said.