23 Sep 2025

Why a Strong Brief is the Secret to Campaign Success

A well-crafted brief is the foundation of every successful collaboration between brands and creators. Aoifa Smyth Morgan, Director of the Collaborations Agency, shared her insights on drafting a brief that informs, inspires, and leaves space for the creator’s creativity to shine.

Here are some insights that we found interesting:

Recent industry insights reveal that over 80% of influencers say unclear briefs negatively impact campaign results, leading to wasted budgets and missed opportunities. The solution? Structure and clarity.

A strong brief sets clear expectations, outlines campaign goals, and provides creators with the context and inspiration they need to deliver impactful content. Essential elements include a campaign overview, specific goals and KPIs, detailed deliverables, and clear brand messaging. It’s also vital to include creative dos and don’ts, visual guidelines, payment terms, and a transparent approval process.

Avoiding vague instructions and micromanagement allows creators to bring their unique voice while staying aligned with brand objectives. When brands invest in comprehensive briefs, they not only achieve better results but also build stronger, long-term relationships with their creative partners.

Click here to read the full article.