I’ve been struggling with this for a while now. We have a solid internal playbook for US creator briefs—clear KPIs, brand voice guidelines, content pillars, the whole thing. But when I try to use that same brief structure with LATAM creators, something gets lost in translation. And I don’t just mean the language.
Last month, I sent a brief to a Mexican creator that clearly outlined our US positioning: “aspirational, premium, tech-forward.” She delivered content that was technically on-brand but completely missed the cultural context of how that positioning actually lands with a Mexican audience. It wasn’t her fault—the brief didn’t account for the fact that “premium” and “aspirational” mean different things in different markets.
I’m realizing that I need a different brief structure for LATAM creators. Not a different message, but a different framework that helps them understand not just what we want, but why it works in their market specifically.
Have you restructured your brief process for cross-market campaigns? What do you actually include? Are you providing more context about US performance? Are you giving creators the agency to adapt, or do you stay rigid on brand guidelines? And how do you know if you’re getting authentic localization versus someone just translating your talking points?
I feel like I’m searching for that sweet spot between consistency and flexibility.