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Jones&Bonevac commissioned a survey of senior executives from a broad range of US advertising agencies to assess the state of the creative briefing process. The survey was conducted by Greenberg Brand Strategy in July 2009 and captured responses from 260 executives at mid to large-sized agencies responsible for advertising, media, digital, event management or public relations.
Improving the way assignment briefs are initiated in a $310 billion industry – This report explains the research conducted in the 2009 Jones&Bonevac Client Input Study and offers potential solutions to avoid misdirected messages and wasted media buys.