The RFP briefing process appears to be somewhat lopsided. Most agencies don’t think clients do a good job of providing clear assignment briefings. On the flip side, more than half of brand clients think they perform well on briefs.
Neither side is in agreement either on the whether the client approval process works well. (You can guess which way that goes).
All this from a new survey conducted by the Association of National Advertisers to better understand issues related to client/agency relationship. The executive summary outlines the highlights, which also include positive findings about the RFP briefing process such as client/agency relationships are strong. One suggestion from an ANA EVP is that CMOs should get involved in the process earlier.
This article puts it all in perspective.
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