Creative Brief Sample: A Two-Section Template (No Pets on Screen)

Korina Sanchez, a nine-year veteran of affiliate and influencer marketing with experience leading influencer programs at Chomps and Home Chef, walks through exactly how to build a creative brief that actually gets results. Her core argument is that most brands over-engineer their briefs, and the fix is simple: keep them short, consistent, and templated across every partnership.

A strong creative brief sample, she explains, has two sections. The first covers a quick brand overview plus any claims that must be stated accurately by the creator. The second covers loose content guidelines framed as dos and don'ts, not rigid requirements. Her real example from Chomps: no pets on screen, because you never want viewers confusing a meat snack brand with pet food. For direct response campaigns, she recommends requiring a link sticker in one to two frames but leaving all other creative decisions to the creator.

The reasoning is direct: influencers reach audiences you cannot, and they do it in a voice you cannot replicate.

Watch to see how she structures the brief to protect brand accuracy without killing the authenticity that makes influencer content work.