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Brand craft
How to write a brief creators actually answer
The difference between twelve submissions and two hundred is usually four missing sentences.
Bondi EditorialBondi team5 min read
A campaign brief is a piece of creative work in its own right. It sets constraints, communicates taste and tells a creator whether the effort is worth it.
Name the objective in one sentence
Not the deliverable—the outcome. "Make our new format understood by people who have never used it" produces better thinking than "three vertical videos".
Publish the budget range
Hidden budgets cost you good submissions. Creators self-select accurately when they know the range, and you spend less time negotiating with people who were never a fit.
Say what you do not want
Exclusions are a gift. Two lines about tones, formats or references you have already ruled out will lift the quality of every response you receive.