The Importance of Setting Objectives and Budgeting Realistically

IPA data shows that only about 20% of marketers are actually clear on what their objectives are to begin with. So often and everyone out there who works in an agency or marketing department will relate to this. One of the things that we're going to lean in on with Mark Ritzen is the distinction between the client brief and the agency brief. But one of the muddy issues that's not fully clear to me, maybe we'll get a little bit more clarity on it when we get into these individual episodes.