The life of an in-house agency boss is being made far more difficult due to the quality of the briefs they receive from marketing teams, with more than half (54%) dishing out a measly score of four out of 10 or less for quality.
That is according to a new report by the In-House Agency Leaders Club in association with pitch advisory service WDC, which also reveals that not a single internal agency chief scored the quality of briefs a full 10, with just 2% giving both an eight or a nine.
While communication and collaboration between in-house agencies and marketers is generally good (50% and 54%, respectively, rate it a seven out of 10 or more), leaders working for internal agencies say poor quality feedback and marketers’ lack of understanding of the creative process are causing headaches.
Nearly a third (31%) score the quality of feedback they receive from marketers a four or less. Just 6% score it an eight or above, with none giving a score of nine or 10.
Apparently, part of the issue is just 40% of in-house agencies have client services or account management in place, the study insists.
Meanwhile, 40% of in-house agency leaders rate marketers’ understanding of the creative process a four or less. Just 10% rate it an eight or above.
Quality of briefs is also the biggest barrier to in-house agencies producing better creative for 16%, while 14% say briefs going to external agencies is a problem.
The main barrier for the largest portion of respondents, however, is a lack of time and forward planning (32%). Another issue for internal agencies is the fact that in the majority of cases work is not tracked, costed or effectively governed.
Nearly three-quarters (71%) say improving relationships with brief owners and stakeholders is a key priority going forward. This is second only to raising creative standards (73%). Another key priority is improving effectiveness (69%), followed by improving processes (59%) and building reputation (57%).
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