Mastering the creator brief: Why brands are giving influencers more ‘creative license’
More than just sending a picture and caption to post, the professionalisation of influencer marketing means brands need to rethink the briefing process.
The fine line between giving influencers too much creative control and limiting the potential of their content can be tricky for brands to balance.
Businesses have adopted influencer marketing in different ways, whether through brand ambassadors, gifting or affiliate content. This process has seen brands rethink the way they approach briefs and expand the types of creators they work with.
Dulux has been working with influencers and celebrities for more than 20 years since launching its ‘Colour of the Year’ campaign and Heritage range, partnering with the likes of Stacey Solomon, Sara Cox and Dr Alex George. Over the years, the brand has leaned into the benefits of working with creators.
