Rebriefs are recognised as waste by the people who order them
StatBrand & Creativity
69% of marketers and 73% of creative agencies agree that rebriefs happen too often. Marketers name the cost themselves: time lost or wasted (43%), added cost (18%), confusion (13%), demotivation (10%). Only 9% see a rebrief as positive or no problem.
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
Slides 27-28, BetterBriefs Topline Global Report 2021, base 945 / 783
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