Contractual BriefDefinitionA contractual brief is when a company signs an agreement to complete a specific task that has been setby the contract holder. This type of brief will have to be completed in a certain amount of time andthe person fulfilling the contract will be paid a set fee at the end of the project. This type of brief issimilar to the brief we have being given for our project, as we have being assigned a task by aseparate company (contract holder) and have a set time of 10 weeks to complete.Advantages• You are set with a deadline and are expected to plan a set schedule around your daily basis in orderto complete the project on time, this allows you to have more control and a more thoroughunderstanding of how to complete the project in a set space of time.• Fully detailed description of what needs to be done, where, who for, when for etc. gives morestructure and organization to how to plan your time effectively.Disadvantages• Often with a secure fixed contract like this a contract holder and a media company can havedisagreements. This can be to do with things such as the deadline date, how they are expected towork, costs etc.• With been given the contracted payment at the end of the project, often a company can object topaying you for the project if you have gone against there wishes or not met the brief.
Formal BriefDefinitionThis client is more short and to the point than a contractual brief. The client provides the media company witha description about how they want their product to be made and look. It is not as detailed as thecontractual brief and only contains the necessary information needed to create the product e.g. materials,locations, software, target demographics. Any additional information will be further discussed innegotiation with the client on a later, where any questions can be asked. A formal brief is similar to acontractual brief as the parties involved will both formally agree on the project, however unlike acontractual brief – formal briefs are not always legally binding. This is similar to our brief as there are nolegal terms or boundaries associated with our project, we have never met the client and have onlyreceived a short description of the necessary materials etc. needed to complete the project successfully.Advantages• May not be legally binding, which stops any sort of legal procedures if task is not completed.• Briefly detailed description of the necessary materials, locations, software, target demographic etc. thatneed to be used to complete the product and help gain a standard knowledge of the product’s history andmeaning.Disadvantages• Not a structured as a contractual brief, the fact there is no contract may lead some people to getcomplacent and not concentrate on the project enough.• Any additional information that is needed will not be given at the start of the project and must bediscussed later on in the negotiation period, in person.
Informal BriefDefinitionAn informal brief is the most relaxed of the briefs so far. It is most likely a non contractualverbal agreement. There will be no documentation involved with this type of brief at all.As there is no contract the brief and what needs to be done in the project will bediscussed verbally in person, there may not be any set completion date. The brief issimilar to ours as there are no legal ties attached to the project, so if the project is notcompleted to its full standard or not on time – no legal action can be taken. Also, it issimilar to an informal brief because we had a thorough verbal negotiation with ourtutor about the context of the brief.Advantages• More relaxed that other types of brief.• In some cases no set completion date.Disadvantages• The fact it is more relaxed may not be good for everyone as they may not get the workdone.• No contract means that it isnt really going to affect anyone if the work doesn’t getdone.
Co-Operative BriefDefinitionA co operative brief is when two or more production companies are hired to work on aspecific brief. The selection of companies will then have to work together to ensure thatthey complete the project in the allotted time. If a disagreement were to arise betweenthe co operating companies a negotiated contract would be submitted which wouldhopefully fix the issues between the conflicting companies. This kind of brief has no realrelevance to our project.Advantages• More than one company means that they may have specific skill sets and can help eachother to finish a project more efficiently.• The project can be completed quicker with the benefit of having more people workingon the project, compared to just one person.Disadvantages• Disagreements may arise on subjects that the companies feel passionate about.• Often companies strive for different things and lean more to the target market theyspecify in rather than the audience specified by the brief.
Negotiated BriefDefinitionA negotiated brief, as mentioned in the previous slide, is when a co operative brief goes wrong. It occurswhen two companies that are working together on a co operative brief have a disagreement on oneor more topics. Through the negotiation of the parties involved the brief will be changed in order toplease all parties involved. This may involve changing things such as the style, content or ensuringthat the product they are creating is kept within the boundaries of a legal or ethical obligation.Advantages• Allows multiple companies still to work on the same project.• Broadens the opportunities for new ideas from other sources and overall expands the compatibilityof the project.Disadvantages• Both parties have to compromise to allow for project to continue.• A lot of the time given can be spent trying to negotiate rather than actually working on the project,it can be hard to come to a final conclusion.
Commission BriefDefinitionA commission brief is where a large media company will hire an independent mediacompany to create a product for them, for example the BBC may hire an independentgroup to create a documentary about prisons or them. The brief will then be negotiatedbetween the two media companies rather than using an external client. The productthen may be used by the larger media company who commissioned the work and givento an external client. The independent company will be paid for their work and theymay also be given a percentage of the profits of the product each time it is sold orbroadcast.Advantages• Gives smaller independent companies a chance to work for a large media outlet.• Allows smaller companies to make some money doing what they enjoy.Disadvantages• The independent company can often not meet the expectations of the large mediacompany, due to their own personal beliefs etc. For example the independent companycould create a documentary unsuitable for BBC viewing and due to the deadline slotthere would be no time to film the documentary all over again.
Tender BriefDefinitionA tender brief is where a client will publish the media product that they need to be made sothat production companies can see it. Production companies will then create a brief,proposal and budget which will then be pitched to the client. Sometimes severaldifferent production companies may all create briefs for the same project in the hopesthat they can secure the project over the other companies. The client will eventuallydecide which of the proposals received is the best for them and will offer the project tothat production company.Advantages• Gives multiple different companies the opportunity to have work• Gives several ideas and opportunities to choose from rather than just the one.Disadvantages• Pits production companies against each other which could cause rivalry.• Small possibility of none of the proposals been suitable for the project.
Competition BriefDefinitionA competition brief is a brief that is made available to all participating productioncompanies. Each company will then create a brief for the client. All of thecompleted projects will then be collected and judged. The best project will havetheir product created and the project will be published. Often entering thecompetition is free of charge and the client will only have to pay the winningcompany (if at all). This type of brief doesn’t relate at all to our brief.Advantages• A guarantee with working with the company if you win the competition.• There is no fee to take part in the project.• Made available to most up and coming production companies.Disadvantages• There’s no guarantee of being able to work with the company if you do not win.
My BriefWhich structure/structures will the Vegetarian Recipe Cards brief use?Reference your reasons for choice/choicesThe brief that we were given for the vegetable recipe cards is almost a mixture of twodifferent kinds of brief. In some ways the brief we received could be seen as aFormal brief it does not contain any legal bindings or contracts this is also thesame as an informal brief . The brief also gives us a rough outline of the things thatthe company wants but leaves a lot of the creative aspect to us. We have alsobeen set a deadline of 10 weeks which we must adhere to strictly. Our brief is alsosimilar to an informal brief as we received a description and brief details from ourtutor verbally rather than in a form of written communication.
Reading the BriefWhy is important to thoroughly read your brief?Ensuring that we read the brief in its entirety will allow us to fully understand what the companyis expecting us to achieve with our project. It’s also important to thoroughly read the brief sothat we do not miss out any important details, e.g. ingredients, target audience – that couldpotentially reduce the quality of our project. Reading the brief careful helps us gain a betterunderstanding of the project in hand and what it entails, it also helps us to pick out anythingthat we may disagree with such as legal terms or methods of working. It’s particularlyimportant to make sure we understand certain sections of the brief such as “What we want.”It is important that we appeal fully to the client and their needs, if we fail to do this it canresult in legal action (depending on the contract), being dismissed from the project resultingin a bad reputation with our client and future clients.
Reading the BriefWhat is the nature and demand of the Vegetarian Recipe Cards brief?The nature of this brief is to create a set of interesting and creative designs for a new series ofrecipe cards. We need designs on both the front and the back of the card. There should be aclear theme across all the cards so it is apparent that they are a set. This brief gives us arough outline of what is required of us but leaves a lot of the creative aspect of the work tous, we could make it to suit newly found vegetarians or for those who have given up meat along time ago. It also states that we do not have to come up with the recipes ourselves, thisgives us a bit of freedom. We can either take existing recipes, create our own or take existingrecipes and modify them to better suit our audience.The demand for the brief was that we have the final product ready to send to the companywithin a timescale of 10 weeks. In the brief it doesn’t mention anything about the size of theteam that will be required, we have worked out the jobs that will need to be completedduring the task and have chosen to work as a team of two and have distributed the tasksevenly.
Negotiating a BriefWhy is it important to discuss the brief with your client prior to production?It is important to discuss the brief with out client prior to production as we need to ensure thatthe work is up to the standard that the company is expecting. It will also give us a chance toiron out any of the problems or questions that we have about the project. This is why havingan agreement where we have a good communication with the company is essential, so thatwe can stay in touch and make sure that the work is of the best standard that we canproduce.If we were not to bring up any problems that we were having at this point we may complete theentire project and present it to the company thinking that we have done everything correctly,when in actual fact there may be a lot of errors. This will lead to a delay on the product andmay result in your company losing the project.
Negotiating a BriefWhat are the advantages and disadvantages of employing discretion with a brief?Some advantages of employing discretion within a brief are as follows.• Allows creativity from the people creating the product.• Keeps up a good communication with the company and the client.• Using discretion allows you to add separate aspects to the brief that you may want to try orfind beneficial or interesting to your brief.
Negotiating a BriefAre there any potential legal/ethical/regulatory issues with the brief’s proposed product?• There are ethics behind the vegetarian society “In many societies, controversy and debatehave arisen over the ethics of eating animals. Two main ethical objections are to the act ofunnecessary killing of sentient beings and opposition to certain agricultural practicessurrounding the production of meat.” (http://en.wikipedia.org/wiki/Ethics_of_eating_meat)It is important that I understand the brief in a way that will no persuade me to createoffensive or unsuitable material for our audience. I must conduct a series of research into theethics and beliefs of eating meat and why people choose to go vegetarian. I must respect thatoften people choose to stray away from eating meat for health purposes, promoting ahealthy diet without eating meat would be a suitable starting point in the description of myproducts. Also through reading my brief it is important to understand the laws of copyrightand no take imagery or context from other brands, it is also important that I do not comparemy product to other products on the market in an inappropriate fashion that could bedeemed offensive.
Negotiating a BriefAmendments you have considered to;The ProductI must take into consideration there may be changes needed to the proposed product in its final statedue to being too ambitious. It could also be due to a misjudgement of practicality, for instance acertain mixture of ingredients not tasting as imagined. This could also be regarding time scale orscope, or due to breaking a law or regulation, an example here being copyright infringement.The BudgetAny minimum or distinctive changes made to the budget will usually be due to lack of money neededto complete what has being requested in the brief. With this being the case (if so), our originalbudget will have to be increased so that we are certain we will have enough money to completethe brief. The budget will have to either increased or the scope of the project (photo quality,printing methods etc.) will have to be downscaled. In relation to our brief, we may have to deductthings such as using high quality ingredients to save cash necessary to complete the project.The ConditionsIn the original brief is will state the requested fee a production company will be paid for, for the creationof their project. Although, in the some contracts the amount paid to the production company canbe amended (increased or decreased) due to the final quality of the work produced. A client maynot want to pay the production company the full payment if the work is not to their standards. If achange is not made before the contract is signed it can be proved to be extremely difficult to tryand get paid extra money, especially if the project overruns or more resources are requested.
OpportunitiesWhat opportunities could this brief allow you to explore?Self DevelopmentMy brief would allow me to explore self development through the method of learning new skills,whether they be manual or technical. Researching about the vegetarian market enables me to havea more open mind of thinking when it comes to advertising food based products. It will help mereach out a wider audience and appeal to a larger target demographic rather than a single group. Iwill learn new skills using software such as Photoshop software in order to improve the visualappearance of our recipe cards to appeal to our audience.Learning new skillsSkills I will learn include using forms of technical written communication in order to promote andadvertise my product. This can involve blog/website creation, as in today’s society written press isusually read on electronica devices such as iPads and laptops rather than purchasing the papercopy. I will learn how to design, create and maintain these forms of advertising as well as usingfamiliar software such as Microsoft Word etc. and Photoshop.Multi-skillingAs I progress in making my product and researching the market surrounding vegetarians, I will learnhow to do separate tasks in one go rather than separately day by day – or in other words, multi-tasking.