What Is a Creative Brief: How to Write One That Specifies Outcomes, Not Tasks

Lissa Regets, fractional CMO and digital marketing consultant with 15 years and 500-plus companies under her belt, breaks down what most brands get wrong about creator partnerships: they work with a creator once, see mediocre results, and walk away without giving that creator a chance to improve. Lissa argues that sharing campaign performance data directly with creators is one of the most underrated moves in influencer marketing. It deepens relationships, sparks better brainstorms, and surfaces new creative concepts you would not find otherwise. When a piece of content performs well, she pushes brands to ask a specific set of questions: can the content run as a paid ad, will it resonate with a different audience, could the creator test new opening hooks, or is there a second platform worth exploring? Not every format will translate, but the time already invested in a creator relationship is a reason to experiment, not walk away.

Watch to see exactly how Lissa structures that expansion conversation.