90% and 92%
StatBrand & Creativity
The brief is the most valuable and most neglected tool in marketing, and both sides say so
90% of marketers and 92% of creative agencies agree with the statement that the brief is one of the most valuable and paradoxically most neglected tools marketers have to create good work. Near-unanimity, including from the people writing them.
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 11, BetterBriefs Topline Global Report 2021, base 928 / 798
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StatMarketers rate their own briefs eight times more highly than the agencies receiving them doStatThe gap between how marketers and agencies rate briefs is widening, not closingStatMarketers believe their briefs give clear strategic direction; agencies almost never see itStatMarketers and agencies do not even agree that briefs are written in plain languageStatThree quarters of briefs are not good enough, according to the people who have to use themStatAgencies describe the typical client brief as unfocused, unclear and dullStatWhat agencies say is missing from briefs is objectives, not inspirationStatAgencies think most clients do not know what a brief is supposed to containStatBoth sides agree good creative work is hard to produce without a good briefStatWriting briefs does not get easier with experience, it gets harderStatNine in ten briefs change after they have been presented to the agencyStatRebriefs are recognised as waste by the people who order them