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Marketing cartoon of the week by Tom Fishburne. Published nearly every week since October 2002.

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In 2015, the ANA surveyed advertisers and agencies to identify problems in the often dysfunctional client/agency relationship. One issue rose to the top — the creative brief.

The ANA found that 58% of clients believe they do a good job with creative briefs. Yet only 27% of agencies agree (and 0% “strongly agree”). This gap in perception between those giving briefs and those receiving them is a fundamental problem in marketing communication.

Creative Director Mark Duffy once described creative briefs as “the worst pieces of communications in business history.” As he put it:

“Briefs serve one purpose, and one purpose only: covering ass.

“Creatives — copywriters, art directors, and graphic designers — refuse to do advertising work for a product or service without a brief signed off by the client. Meanwhile, marketing people often ... Read more (including related cartoons) (https://marketoonist.com/2021/05/creative-brief-gap.html?utm_source=Marketoon+of+the+Week&utm_campaign=7a5f2bd585-EMAIL_CAMPAIGN_2018_0429_COPY_01&utm_medium=email&utm_term=0_4ae9870613-7a5f2bd585-200705842)

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** recent collaboration with Adobe
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I wanted to share part of a recent custom cartoon series I created with Adobe, to help illustrate some of the challenges of planning for a cookieless future. You can learn more about the collaboration and see a few more cartoons here (https://blog.adobe.com/en/publish/2021/04/27/five-things-you-can-do-to-prepare-for-a-cookieless-future.html?utm_source=Marketoon+of+the+Week&utm_campaign=7a5f2bd585-EMAIL_CAMPAIGN_2018_0429_COPY_01&utm_medium=email&utm_term=0_4ae9870613-7a5f2bd585-200705842) .
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