Loading
The brief is the single most important document in any creator campaign. A clear brief produces clear content. A vague brief produces vague content — or, more often, one round of asset reviews after another while the deadline slips.
After running 160+ brand campaigns at Mavericks across Adidas, Revolut, Old Spice, Samsung, Cosmote, Public, e-Food, and many others, we've seen every type of brief imaginable. The ones that work share a small set of characteristics. The ones that fail share a different small set.
This guide is a practical walkthrough of what to include, what to leave out, and what's specific to working with Greek creators. By the end, you should be able to write a brief that gets a useful response within 48 hours from any reputable Greek agency or creator team.
Tell us who you are, what you sell, and why you're running this campaign. Not the corporate boilerplate — the actual context.
❌ "Acme is a leading FMCG brand committed to innovation and consumer satisfaction across multiple categories." ✅ "Acme makes premium snack bars sold in Greek supermarkets. We're launching a new variety pack in May and need creator content to drive trial during the launch month."
The first version reads like a website. The second tells us exactly what we need to know to suggest creators, formats, and messaging angles.
Specifically: what does success look like?
Bad objectives:
Useful objectives:
The clearer the objective, the better the creator selection and creative direction. Vague objectives produce content nobody knows how to evaluate.
Specifically who you want to reach. Not just "Greek consumers" — that's everyone.
✅ "Primary: Greek women, 25-40, urban (Athens + Thessaloniki primarily), interested in wellness, fitness, healthy lifestyle. Secondary: Greek men, 25-40, same geographic and lifestyle profile."
Audience clarity drives creator selection. A campaign for the audience above would suggest very different creators than a campaign for "Greek gamers, 18-25, all geographic locations."
What you actually want produced.
For each creator, specify:
✅ "Deliverable per creator: 1 TikTok (30-60 sec, in-feed), 1 Instagram Reel (15-30 sec) cross-posted, 3 Instagram Stories with link sticker. 5 creators total. All content live during May 12-19, with at least 2 posts per day across the lineup."
This level of specificity lets the agency or creator team scope accurately and immediately surface conflicts (e.g., "we can do this with 4 creators but not 5 in that window because creator X is out").
What does the content need to communicate?
You don't need to write the script. You do need to spell out the must-include points.
✅ "Key messages (in priority order): 1. Acme's new variety pack contains 3 new flavors, available in supermarkets starting May 12 2. Acme uses Greek-sourced ingredients (specifically: Cretan honey in 2 of the 3 new flavors) 3. The variety pack is priced at €4.99 (a slight discount vs buying singles) 4. Promo code MAVERICKS25 for 25% off online orders"
The list also tells the creator what they don't need to say. If something isn't on the list, it's flexibility — and creators producing better-performing content than brand-shot equivalent specifically because they have flexibility on tone, framing, and execution.
What's off-limits or sensitive.
✅ "Brand guardrails: - Don't mention competing snack brands by name - Don't position the product as 'healthy' (our regulatory line: it's a treat, not a wellness product) - No alcohol, smoking, or gambling references in the same content piece - Avoid politically charged contexts (we're brand-safe positioning) - Pricing must include the '€' symbol — never just the number"
Guardrails save everyone time on the back-end review cycle.
How long can the brand use the creator's content?
This is where briefs commonly get vague and expensive disagreements happen later.
Be specific:
✅ "Usage rights: - Organic usage: 12 months, brand-owned channels, no restrictions - Paid media usage: 6 months, Greek market only, Meta + TikTok ads - Perpetual licensing not required"
If you have a budget, share it.
Marketing teams sometimes hide budgets to "negotiate harder." It backfires almost every time. Without a budget signal, the agency or creator can't scope the right creators or the right creative ambition.
Even a range is enough:
✅ "Budget: €15,000-25,000 total program. Open to a single featured creator at the upper end or 3-5 mid-tier creators at the lower end. Recommend the better option."
Three things to know:
1. Tone and humor are deeply cultural. A brief that works for international creators often needs adaptation for Greek creators. Greek comedic timing, references, and emotional registers are specific. Direct-translated briefs often produce content that feels off.
The fix: brief in Greek where possible (for Greek creators producing Greek-language content), or explicitly tell the creator and agency that Greek-cultural adaptation is welcomed.
2. Brand vocabulary mixes Greek and English. Most Greek brands accept (and many embrace) brand names, technical terms, and platform names staying in English even within Greek-language content. "Brand collaboration", "creator", "TikTok", "campaign" — these are normal Greek-language usage in 2026 Greece.
The fix: don't insist on translating English brand vocabulary. Audiences expect the mix.
3. Local relevance amplifies engagement disproportionately. Greek audiences respond to content that's specifically Greek — references to Greek places, Greek seasons, Greek cultural moments, Greek institutions. Generic global creative tends to underperform vs. locally-anchored creative by 30-60% on engagement metrics.
The fix: leave room in the brief for the creator to add local context, and reward (with creative latitude) creators who do it well.
# [Brand] x Mavericks Creator Campaign Brief
## Brand context
[2-3 sentences. Who you are, what you sell, why this campaign now.]
## Campaign objective
[The single primary objective + how you'll measure success.]
## Target audience
[Specific demographic + psychographic. Skip "everyone" or "Greek consumers."]
## Deliverables
- Per creator: [list of platforms + formats + quantities]
- Total creators: [N]
- Live window: [start date - end date]
## Key messages (priority order)
1. ...
2. ...
3. ...
## Brand guardrails (avoid)
- ...
- ...
## Usage rights
- Organic: [duration + channels]
- Paid media: [duration + channels + geography]
- Perpetual licensing: [yes/no]
## Budget
[Range, or specific amount, or "open to recommendation between X-Y"]
## Timeline
- Brief due back from agency: [date]
- Creator selection finalized: [date]
- Content production window: [start - end]
- Live publication: [date or window]
- Reporting due: [date]
## Internal contacts
- Brand lead: [name + email]
- Approvals contact: [name + email + working hours]
## Anything else
[Anything else the agency should know.]1. "Surprise us" briefs. Telling a creator they have full creative freedom sounds generous but usually produces the worst content. Creators perform best with strong constraints + clear room to add personality within them.
2. Buried key messages. If you need 5 key messages communicated, prioritize them. The creator can't fit all 5 into a 60-second TikTok with equal weight. Tell them which 1-2 must land and which others are nice-to-have.
3. Late approval cycles. A brief that takes 3 days to write but requires 5 stakeholder approvals on the back-end produces missed deadlines. Pre-clear the brief with all approvers before sending it out, or designate a single approver for live decisions.
4. Hiding the budget. Already covered. Worth saying twice.
5. Asking for unlimited usage. Perpetual usage rights triple deal costs and create creator-relationship friction. If you don't actually need perpetual usage, don't ask for it.
A 1-page brief done well does more than a 10-page brief done poorly. Be specific about objective, audience, deliverables, key messages, usage rights, and budget. Trust the creator and agency on creative execution within those constraints.
If you'd like a brief template tailored to your specific brand or campaign type, send a note to info@mavericks.gr — we'll send back a customized version with notes on what to flesh out.
About Mavericks
Mavericks is Greece's leading creator and influencer talent agency. We translate brand briefs into creator-led campaigns for Greek and international brands. 27 creators on roster across YouTube, TikTok, Instagram, and Twitch. 160+ campaigns delivered for partners including Adidas, Revolut, Samsung, Old Spice, Cosmote, e-Food, and more. Contact: info@mavericks.gr.
Connect with Greece's top creators and elevate your brand partnerships. Let Mavericks match you with the perfect creators for your campaign.
Talk to Mavericks