Here's a couple of examples (thx google) of consumer journeys that are a waste of time in a ad agency.

Maybe media, UX or someone else would find them useful but you're wasting your time in a ad agency.

Journey 1 - The every channel journey.

The reason this is unhelpful is because they miss the most important thing the problem that needs overcoming.

Also suggesting every channel is not helping on a limited budget. What are your recommending?

Journey 2 - People think about my brand all the time journey

2 problems here.

1. No problem/tension which is what we need.

2. Awareness phase is not awareness. Advertising begins by interrupting when ppl are not thinking about the brand, this is not captured.

Journey 3 - McKinsey Consumer Journey

Again this misses the most important part. The vast majority of advertising, occurs when people are not in this loop.

Our job is to build up the memory structures around CEPs.

Give me the journey with the living phase in it.

If you work lower funnel (website dev, SEO, sales, retail) then I totally get why you love consumer journeys.

However a lot of ad agencies have co-opted UX language to look smart without really knowing why they're doing it.