Creative agencies more critical of the quality of briefs than marketers

This article highlights findings from a report by BetterBriefs, exploring how marketers and creative agencies perceive the quality of briefs.

A study by BetterBriefs reveals a stark contrast in perceptions between marketers and creative agencies regarding the quality of briefs, with the latter having a much more negative view on the quality of briefs they receive.

In a time where economic fluctuations are putting a strain on marketing budgets, its crucial for marketers to utilise these budgets efficiently while still ensuring effectiveness. Research has shown the pivotal role of creativity in marketing effectiveness, making it a key focus for marketers. The WARC white paper ‘Building a Culture of Creative Effectiveness’ outlines a framework developed from this research, Align, Build, Embed...

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