B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5%
5% -- agencies clear on strategic direction for Agencies (2026)
5% of agencies are clear on the strategic direction in marketing briefs.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
1,700
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
Primary
Tier A
https://www.betterbriefs.com/global_report ↗
Source Article
BetterBriefs - Resources - Research
Original Research
BetterBriefs
· Original study ↗
Methodology
Global survey of 1,700+ respondents from 70 countries on marketing briefs
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Agencies: 5% agencies clear on strategic direction. Source: BetterBriefs (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/agencies-clear-strategic-direction-briefs
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<blockquote cite="https://lighthousedata.io/data/agencies-clear-strategic-direction-briefs" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- agencies clear on strategic direction for Agencies<br><small>Source: BetterBriefs (2026) · <a href="https://lighthousedata.io/data/agencies-clear-strategic-direction-briefs" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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