B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5%
5% -- share of agencies agreeing briefs provide clear strategic direction for agencies (2026)
Only 5% of agencies agree that the briefs they receive provide clear strategic direction.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
BetterBriefs Project
Primary
Tier A
https://www.betterbriefs.com/library/rushing-a-marketing-brief-costs-you-time ↗
Source Article
You don't have time to rush the brief
Original Research
BetterBriefs Project
· Original study ↗
Methodology
BetterBriefs Project research survey; agency-side perception of brief clarity
Methodology documented
Segmentation
IndustryAgency
RoleAll marketers
Cite this stat
Plain Text
agencies: 5% share of agencies agreeing briefs provide clear strategic direction. Source: BetterBriefs Project (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/agencies-agree-briefs-clear-strategic-direction
HTML Embed
<blockquote cite="https://lighthousedata.io/data/agencies-agree-briefs-clear-strategic-direction" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- share of agencies agreeing briefs provide clear strategic direction for agencies<br><small>Source: BetterBriefs Project (2026) · <a href="https://lighthousedata.io/data/agencies-agree-briefs-clear-strategic-direction" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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