Why the best brands brief creators like an in-house studio, and how to do it well.
Creators are not just a media channel. The best ones are the fastest creative studio you will ever work with.
Brief the problem, not the script
Tell creators what the customer struggles with and let them find the story. Scripts kill the thing you are paying for.
Own the usage rights
Negotiate paid usage up front, so a winning organic post can become your best-performing ad the same week.
