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Agencies want better briefs

A survey among 250 senior executives among top agencies in the US revealed what most complain about universally. We need better briefs.

Some highlights here:

  • Agency executives reported that at least 30% of their staffs’ time is ineffective or wasted due to poor communication from their clients.
  • Client briefs were ranked poorest when it came to providing competitive information and describing how a client’s offering ranked in the competitive landscape.
  • 75% of respondents reported that client briefs go through an average of up to five significant revisions after a project has begun
  • Agency heads also said that ideally fewer than three client decision makers should provide an agency with direction during the course of a project, compared with a current average of more than five.

Full article here

And all this rework takes up significant man hours. Which in turn costs money.

Not new news, but unless agencies can find a way to help their clients the issue of ‘we need better briefs’ will continue to be a global moan.

I wonder how much the current compensation system has to do with this. When clients pay by the hour for work defined by a scope there is far more clock watching that goes on than the old commission system.

I think an outcome based compensation system than an output one or even a process based one is far more beneficial for all concerned.

Getting to a common definition of success is probably the starting point of  any such discussion. And that requires many mind sets to change and redrafting the relationship.

What success looks like to a client is often very different to that of the agency.

Many minds far brighter than mine have been/are engaged in trying to solve this vexing challenge. There is a lot of good thinking taking place in silos of clients or agencies or even geographies.

Maybe there needs to be a proper global conference, maybe at Cannes, that discusses Creativity and Compensation.

Know any one here?

Any resemblance to any characters in real life are purely coincidental…

http://www.youtube.com/watch?v=R2a8TRSgzZY

 

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