08/07/2026
The infamous brief beef 📜 here’s the thing, we absolutely understand the brand should have every right to give us main messaging and what they’re trying to accomplish, but when briefs become so overly controlled, restrictive, and sometimes read to us word for word, page by page, we are losing the plot here in the CREATIVE economy. This is why it’s so important to hire high quality creators who genuinely care about the work they create and the audience trust they have cultivated. A great creator can bring the content to life in a far more impactful way if they’re not held so tightly to lengthy briefs, restrictive concepts, and overly prescriptive scripts.
This is also where brands need to be cautious of how ad agencies spend their marketing dollars and you do get what you pay for.
We work with some amazing ad agency partners who have the same outlook we do, but for those agencies / brands who are not flexible or discerning in who they are hiring it results in overly controlled briefs with lackluster outcomes for all.
So rather than focusing so narrowly on vanity metrics, follower count, or predictive performance, focus on how relevant the creator is to the brand, the overall campaign, and the customer you’re trying to speak to.
An emotional connection and staying memorable are not measurable in the traditional sense. Let’s use more common sense.
