54% → 40% by agency size
StatBrand & Creativity
Bigger agencies feel worse about the briefs they receive
Positivity toward briefs also falls as agencies get bigger: 54% actively positive in agencies of 1-10 people, 46% at 11-50, 42% at 51-150 and 40% at 150 or more.
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 24, BetterBriefs Topline Global Report 2021, base 786 agency
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