Survey: Agencies rank marketers poorly on briefs, strategy

04/26/2013 | Advertising Age (tiered subscription model)

Marketers need to present agencies with better assignment briefs if they want to avoid the "garbage in, garbage out" syndrome, according to a Joanne Davis Consulting survey of top agency executives. Four out five of those surveyed said briefs were either incomplete or lacked focus. Roughly half of the respondents rated their client marketers as "limited" in strategic thinking, as well.

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