Nadine Tull, Mirren’s Director of Agency Growth Strategy, addresses why agencies must elevate poorly written client pitch briefs. As busy senior decision-makers delegate brief writing down to their lower-level marketing managers, agencies are being set up to fail. It’s no secret the quality of the client briefing process is in rapid decline.
Part of the value an agency brings to the table is its strategic counsel – and this starts with the briefing process. Help the client improve the brief (and their business) or become a tactical vendor.