Irish startup Deece launches AI platform to fix marketing's biggest budget leak
Deece, a Dublin-based marketing technology company, released a platform designed to improve how marketers brief advertising agencies. The tool uses artificial intelligence trained on 25 years of award-winning campaigns to help marketers write clearer, more strategic briefs.
The timing addresses a documented problem. Research from the Institute of Practitioners in Advertising found that 78% of UK marketers believe their briefs provide clear strategic direction. Only 6% of agencies agree.
That gap costs money. Poor briefs and misdirected work account for 26% of UK marketing budgets-roughly £13 billion annually, according to the IPA study.
How the platform works
The Brief Builder sits at the platform's core. Marketers input campaign information, and the AI suggests improvements to clarity and strategic focus. The system can also pull relevant case studies into briefs, giving agency teams proven examples to reference.
Deece trained its model on strategic insights from award-winning campaigns, curated marketing research, and industry trends. The company designed the tool to support human decision-making rather than replace it.
Richie Taaffe, Deece co-founder, said the team didn't set out to build an AI product. "We wanted to solve problems we've experienced time and time again throughout our careers," he said. "AI was the best way to bring that solution to life."
Measured results
Early users report concrete improvements. Deece data shows briefs improved in quality, with teams saving 165 hours per campaign brief and reducing project timelines by three weeks. Marketing ROI also improved, though the company did not specify by how much.
The platform reflects the team's background on both the brand and agency sides, including work with Unilever, Mastercard, Ford, and PepsiCo.
For marketers looking to understand how AI tools can improve campaign strategy, AI learning resources for marketing managers provide relevant context on the technology's practical applications.
Deece is now available for broader use. Interested marketers can request a demo at deece.ai.
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