Campaign brief

A campaign brief is the document a brand shares with a creator outlining goals, key messaging, deliverables, brand guidelines, and timeline for a collaboration.

It’s the reference point both sides use to judge whether delivered content meets expectations — a vague or missing brief is one of the most common causes of disputes over "this isn’t what we asked for."

• Get the brief in writing before starting work, even for smaller or informal collaborations.
• Flag anything vague or missing (exact deliverables, deadlines, mandatory messaging) and ask for clarification before you begin, not after you’ve delivered.
• Keep the brief as your reference if a brand later asks for something beyond what it specified — it’s your basis for pushing back on scope creep.