Route to success is a joint effort

Chris Walmsley (Letters, MW February 19) quite rightly asserted that to develop effective campaigns, agencies and clients should not underestimate the importance of the brief. The point is that it is a two-way relationship. Rather than getting frustrated at clients’ apparent ambivalence to a brief, some responsibility has to lie with the agency or consultant to guide clients through the process.

As a client, I would want my agency to make it as easy as possible to get to the nuts and bolts of the brief. By nurturing good relationships with clients, and developing an understanding of their business, “badly behaved advertisers” may have more respect for agencies.

If clients need educating on the important role of briefs or a more efficient way of preparing them, they should be given the tools to do so by those who can provide them.

Jerry Angrave

Marketing consultant

Nelson, New Zealand

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here