1. James Corbin
Unit 5: Working To A Brief - Task 1 Report
Contents Page:
Introduction - Page 1
1. Structure of Briefs - Page 2
● 1.1 - Types of Briefs
2. Reading A Brief - Page 3
● 2.1
● 2.2
● 2.3 - Target Audience
3. Negotiating A Brief - Page 4
● 3.1
● 3.2 - Things that can be Negotiated in A Brief
4. Opportunities gained by a brief - Page 5
● 4.1 - List of Opportunities Gained
● 4.2 - How Opportunities are Gained from Working to A Brief
5. Appendix
● Appendix 1 - Contractual Brief - Page 6
● Appendix 2 - Competition Brief - Page 6
● Appendix 3 - Tender Brief - Page 7
Introduction
In this report we will explore what a brief is. It will be explored how to understand, analyse
and work from a brief. In sections we will explore; the structure of briefs - different types of
briefs and the structure for them, how to read a brief - finding to the essential targets to
work to the brief correctly, negotiating a brief - identifying negotiable features and it’s
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benefits to both the client and the company and lastly opportunities gained working on a
brief - discussing new skills gained and how that is made possible.
1. Structure of Briefs
1.1. Type of Briefs
● 1.1.1 Contractual Brief
Companies approach the client to make a brief and their proposal/pitch to suit the brief. If
the employee fails follow exactly what the brief states, this could result in legal action due
to the breach of contract. An example of a contractual brief would be in the creation of a
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company website; the company is the client and they will require certain things to be
included or left out. E.g. see Appendix 1.
● 1.1.2 Negotiated Brief
Both client and employer makes the brief according to their agreement , negotiations allow
the brief to be altered. This allows the employers to see exactly how the client wants the
end result, and helps to sort out any differences.
● 1.1.3 Cooperative Brief
Where two or more companies work together to meet the brief. Any disputes could be
negotiated within the brief at any point in the production process. Both companies would
have put each of their ideas forward, and likely negotiated with each other to form the best
product possible.
● 1.1.4 Tender Brief
The brief can be given to multiple employers, giving other producers opportunity to send in
a proposal and pitch their ideas to clients individually to give client more choice. The client
picks the best tender/proposal they receive. Production companies then have the
opportunity to form a proposal to pitch to the client; there’s no limit to the amount of
companies that can pitch, so the client can choose the one they feel is best. E.g. see
Appendix 3.
● 1.1.5 Competition Brief
The brief is advertised to many media producers and companies, but the employees aren’t
required to pitch, they all create their different products and the client selects the best one
and usually the reward is getting the project published or distributed. A competition brief is
given to all clients that partake in a competition; it states what they must do to enter as well
as the rules and regulations. When creating the brief the client must consider the scope of
work, medium required, size of purchase ( how many competition details are needed),
target group and how to attract them, time framed, quantities and siting. E.g. See Appendix
2.
● 1.1.6 Commissioning Brief
A media company employs an independent company to produce a product for them, the
brief is not negotiated between the media product and their employer/commissioner. The
independent company is paid and may receive royalties. The larger company can also use
the product/service created for external clients, who will then pay the smaller company a
cut of the profits.
2. Reading a Brief
2.1. Reading a brief you have to be able to identify what kind of brief it is.
From the brief you’ll be able to tell whether it is a contract, tender, competition, negotiation
briefs, commission or co-operative. To know what the brief is, is important as it guide path
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the route of ideas and ensure the client is able to give the best quality and successful result
on the project.
2.2. When reading the brief you would need to identify dates, required deadlines and ways
you can meet them. You would also be able to identify the timescale given to complete the
task and if it is plausible. What abilities and outcome is required and check for special
requirements and what's being asked to do.
2.3. Target Audience
When reading a brief the target audience of the product would always be insinuated or
declared clearly by the client as it will guide the company when creating it how they would
make the product differently to suit that audience. In a brief it would normally say
something as, ‘this product is for young children aged 6 - 10 years old’, this would clearly be
identifying the target audience required.
3. Negotiating a Brief
3.1 All briefs have a sense negotiable content to an extent, depending on the tasks needed
carrying out. Reading the brief carefully is most important as it’s direct leverage enabling
the media company to negotiate with the client. . Negotiation can be crucial especially when
something isn't plausible or that will put you out of pocket. For example, if you are
supposed to be filming a snow scene in them middle of summer; you may ask to either
change locations or get rid of the snow. Negotiation can also be used with tight deadlines or
small budgets, if you believe that the constraints are too much then it's worth negotiating
and asking for an extension or more funding.
3.2. Things that can be negotiated:
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Relationship with the client,
Budget,
Deadlines,
Content,
Fonts,
Presentative features,
Aesthetics.
All of these features are deemed negotiable between the company and the client.
4. Opportunities Created by a Brief
4.1. A list of opportunities created by a brief:
New Skills
Developing industry contacts
Exposure of work
Developing portfolio
New opportunities
Multi-Skilling
Gain contacts
Experience
Travel
Communication Skills
Portfolio/CV Build
Meet Clients or Important People in the Industry
4.2. How opportunities are created?
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As briefs can be negotiated, ideas from the client can be used as well as the companies. This
will help to develop their self-developing skills in all ways, as they will be able to interpret
other people’s ideas and adapt them to discover the best possible for the final pieces as
they go along. Working of a range of different briefs will expand knowledge in different
fields. Working with various people as clients will surely develop negotiation skills.
Appendix 1: Contractual Brief
The layout of the contractual brief is clear and very easy to read, which allows the client to
complete the job correct to detail, as they would be asked to include personal information
and formalities.
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Appendix 2: Competition Brief
This type of brief is given to you when participating in competitions, it allows the clients to
understand what they must do to enter and complete the competition, this brief is different
to other briefs as it is more intense with the audience. This brief is usually used for
companies that are promoting competitions, the brief is given out to clients so they can
understand what they are to do.
Appendix 3: Tender Brief
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This is the type of brief you would receive if you are new to the company and where you
would develop your ideas amongst others and from their the company would decide if you
should be the client.
