Omar Oakes
Apr 20, 2017

Brands' integrated briefs on rise but still not enough for agencies

Global brands are sending out more integrated briefs to pitch than three years ago but agencies say there are still too many briefs with specific channels or outputs in mind.

The World Federation of Advertisers’ survey, run in partnership with The Observatory International, compared agency views with multinational clients across 12 sectors.

Just one in eight 12 percent of brands said they provide separate briefs for each department or agency, half as many as three years ago when it was 24 percent.

However, 44 percent of clients are now briefing with a common master brief, and another 44 percent with a single...

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