What agencies say is missing from briefs is objectives, not inspiration
StatBrand & Creativity
Asked what is missing from most marketing briefs, creative agencies named clear objectives or outcomes (55%), clear strategy or problem definition (34%), clarity in general (30%) and single-mindedness (10%).
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 20, BetterBriefs Topline Global Report 2021, base 786 agency
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