Clients laud improvements to briefing process, but agencies are sceptical

Despite improvements in how integrated campaigns are briefed and managed there is still a worrying gap between how beneficial advertisers and agencies think those changes have been, according to new research from the World Federation of Advertisers (WFA).
Tensions between brands and agencies on the pitch and briefing process have been long running, with agencies lamenting an unwillingness to share data, poor briefing, absences during pitches or unreasonable terms.
The WFA survey suggested that w