Agencies describe the typical client brief as unfocused, unclear and dull
StatBrand & Creativity
Asked to choose words describing the typical client brief, creative agencies picked unfocused (83%), unclear (79%), dull (65%), thoughtless (44%) and shoddy (39%). The positive options barely registered: inspiring 9%, clear 7%, well-crafted 4%, sharp 3%.
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 18, BetterBriefs Topline Global Report 2021, base 784 agency
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