A creative brief is a fantastic tool that anybody who requires creatives resources should use. It will save you time and money because you’re pointing people to your goal and mapping out the best to get there.
There is a caveat. If your map sucks, so will your results.
Taking the time to write a brief compels you to examine your marketing goals in a detached way, rather than just relying on gut feel and hope. It won’t guarantee success but greatly improve your chances.
This written document becomes the yardstick by which you can measure success. It is the reference point to make sure everyone is on the same page. If you are working with freelancers, you’re working with strangers, so good communication is essential.
If you’re a copywriter and you don’t get a brief, write it yourself or at least have a conversation about all of the points before you start work on a project. The client wants copy that delivers what they want and so do you – it’s the reason they will come back for more.