Are creative briefs a waste of time, or a glimpse into your culture?
At the very least, it's a doc for covering your ass.
Everyone says creative briefs are essential. The foundation of any successful campaign. The north star that guides every creative decision.
But let's get real for a second.
How many times have you seen a campaign launch where the brief was vague, ignored, or just an afterthought? How many times have you written one yourself, only to wonder if anyone actually read it?
This disconnect between what we say about briefs and how we actually use them is fascinating. It reveals something deeper about how marketing teams really function.
Someone on reddit in the business of selling brief SaaS wrote:
“Selling tools that improve brief quality is near impossible. It turns out almost no one cares, and they're happy to just make things up for these briefs."
That's telling, isn't it? We have the technology to create data-driven briefs based on market opportunities, yet there's resistance to actually implementing them.
Why? Because there's a widespread belief that briefs are just a formality - a box to check before the "real work" begins.
But here's the thing: the best client-agency relationships take briefs seriously. A response in that thread from a brand manager said:
"Agencies that take the time to really read a brief and ask questions/poke holes are the ones I continue to work with."
On the agency side, the sentiment is similar. Another redditor wrote:
"I won't have my people start building anything until I have client-approved briefs with clearly defined requirements."
One agency leader noted that:
"pushing back on an undetailed, vague brief is much easier than pushing back on a client's request for credit because you didn't read their mind."
That last point is crucial. Briefs aren't just about documenting what needs to be done…they're about aligning expectations and creating accountability.
They’re a source of truth.
When briefs are treated as an afterthought, the consequences cascade:
Creatives waste time going down the wrong paths
Clients get frustrated when deliverables don't match their vision
Budgets get stretched with endless revisions
Trust erodes between teams
So what makes a good brief? Most marketers agree it should be concise (1-2 pages), focused on the most critical information, and clearly communicate the who, what, where, and when so that teams can deliver on the how.
But even the best brief can't overcome organizational apathy. If your company culture doesn't value strategic alignment, even the most beautifully crafted brief will be ignored.
The reality is that brief quality reflects leadership quality. When leaders treat briefs as strategic documents rather than administrative hurdles, teams follow suit.
I use the brief as central planning and alignment doc within my creative team. Our team works asynchronously across 3 countries and a solid, specific brief with clear expectations communicated makes sure we can go from concept to finished ad in 1 week. We also religiously use Loom to stamp out any vagueness when communicated feedback (especially helpful for video ads where there’s a temporal dimension).
It’s so central, that I highly encourage you to copy my brief template and use it for yourself.
So next time you're tempted to rush through a brief or skip it entirely, remember: the most successful campaigns start with alignment, not assumption.
The brief is a commitment to a shared vision. It’s also a CYA doc as you can point back to it in case someone accuses you of missing the target. And that's something worth taking seriously.