Objectives are the most critical part of a brief, and both sides agree by a wide margin
StatBrand & Creativity
Asked to rank the most critical element of a marketing brief, both sides put objectives first by a wide margin: 61% of marketers and 71% of agencies. Insights came second at 18% and 9%, target group definition third at 13% and 8%.
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 35, BetterBriefs Topline Global Report 2021, base all 1731
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