Most briefs are not bad because someone was careless. They are bad because nobody agreed
what good looked like before the writing started, and a signature at the end does not
catch it.
iQ is creative brief software for in-house marketing teams, brand leads and the agencies
on the receiving end. It replaces scattered documents and inconsistent standards with a
structured workflow and live scoring. As a brief is written, iQ organises intent across
five pillars, scores each one for clarity, completeness and decision-readiness, and
surfaces the gaps and dependencies that cause rework later.
The result is a brief that has been measured rather than assumed: the problem stated in
plain language, a specific audience, one thing the work must change, and an agreed
measure of success. Less experienced marketers develop more complete thinking.
Experienced teams move faster, with fewer rounds of review and less work pulled after
sign-off.
Built by Impossible Question Ltd in the UK.
