Agencies are sceptical about ‘integrated’ client briefs

Agencies are frustrated that too many brands are still briefing work with specific channels and outputs in mind, rather than adopting integrated communications strategies, new research shows.
The survey from the World Federation of Advertisers (WFA) is based on responses from 32 multinational clients across 12 sectors with an annual spend of more than $14bn (£11bn). Their responses were compared with those of 46 senior agency staff with global and regional roles to provide an agency view o