Brands Want Better Creator Campaigns. The Answer Is Less Control, Not More Detailed Briefs

Creators are finally ready to lead brand marketing efforts. But will brands let them?

EXPERT OPINION BY JASON MITCHELL, CEO, MOVEMENT STRATEGY @MOVEMENTS

Despite what you might think, success on social media rarely comes down to budget or legacy. Instead, it comes down to organizational freedom. It’s the permission to reconcile brand guidelines with real-time cultural trends. And, just as importantly, it’s the ability to do it quickly. That means trusting those that run a brand’s social with full creative autonomy.

For most brands, that’s easier said than done. The reluctance to cede control stems from valid fears—acting “off-brand” or provoking consumer backlash can have a........

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