82% writers vs 40% agency strategists
StatBrand & Creativity
The further you sit from writing the brief, the less enthusiastic you are about it
Enthusiasm for briefs decays with distance from the pen. Among marketers, 82% of brief writers are actively positive, against 79% of approvers and 65% of contributors. Inside agencies it runs 54% in account management, 46% creative, 45% management and 40% strategy.
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 945 marketing / 786 agency
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