Honestly, both spook us out!
A small but vital piece of paper that sets the objective, tempo, tone and everything related to design and audience. A small piece of paper that once made is continuosly referred to during the entire design process.
A creative brief puts evreyone on the same page: From client to agency to designers, copywriters, account managers. Everybody is unified with the same objective through a brief.
It is a good reminder for the projects goals.
A good brief, shortens the time and lessens the amount of money spent on a project as it helps to realise key components of the clients work to be carried out. A good creative brief is a source of inspiration that gets the creative juices flowing.