A UK marketer, quoted verbatim: "My briefs get re-written by committee - and those people are very senior but with no clue about marketing. My briefs get filled with jargon, nonsense and irrelevance, plus audiences, targets and topics are added in order to keep everyone feeling like their area of work is valid. I'm ashamed to send them over."

QuoteBrand & Creativity

A UK marketer, quoted verbatim: "My briefs get re-written by committee - and those people are very senior but with no clue about marketing. My briefs get filled with jargon, nonsense and irrelevance, plus audiences, targets and topics are added in order to keep everyone feeling like their area of work is valid. I'm ashamed to send them over."

Source

The BetterBriefs Project - Topline Global Report (premiered at IPA EffWorks Global, October 2021) (2021)

Matt Davies and Pieter-Paul von Weiler, with Flood + Partners

Slide 38, BetterBriefs Topline Global Report 2021, verbatim from a UK marketer

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