Deece, an Irish marketing technology startup, has launched an AI-powered platform designed to help marketers improve campaign briefing processes, strengthen agency collaboration, and increase marketing effectiveness. Developed with insights from senior marketers and agency leaders globally, the platform aims to address longstanding inefficiencies caused by poor-quality marketing briefs.
Deece developed its platform to help marketers create stronger briefs and improve alignment with agency partners. The launch comes as brands and agencies continue to face challenges around campaign direction, communication, and marketing efficiency.
According to findings from the World Federation of Advertisers (WFA), 78% of marketers believe their briefs provide clear strategic direction, while only 5% of agencies agree. The study also estimates that poor-quality briefs and misdirected work contribute to the loss of nearly 33% of global marketing budgets, equivalent to approximately $429 billion annually.
Deece’s internal user data highlights measurable operational improvements, including enhanced brief quality, 165 hours saved per campaign brief, shorter project timelines, and improved marketing return on investment.
"Nothing wastes a marketing budget faster than a bad brief. Yet it remains one of the most neglected issues in our industry," says Richie Taaffe, co-founder of Deece.
At the center of the platform is Deece’s AI-powered Brief Builder, designed to help marketers improve the structure, clarity, and strategic direction of campaign briefs. The AI model has been trained using strategic insights gathered from award-winning campaigns over the last 25 years, alongside curated marketing intelligence and industry trend data.
The platform also allows marketers to incorporate relevant effectiveness case studies directly into campaign briefs, helping agency partners access proven examples to guide creative and strategic development.
Deece positions the platform as a tool that enhances collaboration between brands and agencies while reducing inefficiencies that often impact campaign performance and marketing spend.
Although the platform leverages AI technology, Deece emphasizes that human expertise remains central to its development and functionality. The company states that the platform was shaped by decades of combined agency and brand-side experience, including work with organizations such as Unilever, Mastercard, Ford, and PepsiCo.
Taaffe explained that the company’s goal was not simply to build another AI product, but to solve practical challenges commonly experienced across the marketing industry.
"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," he said.
As marketers continue to seek greater efficiency, improved campaign performance, and stronger collaboration with agency partners, platforms like Deece highlight the growing role of AI-powered marketing technology in modern campaign planning and execution.
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