2. CONTRACTUAL BRIEF
Definition- a contract is a legally binding document, so this means that the
brief is legally binding too, which means that you sign this brief to do a
specific task in a specific time period. This will be a document that you
and the client both sign and date. If you do not complete this task to the
specifications, you can be taken to court by your client. It is very
important for both parties to understand this. If the client doesn’t do
what they say they will, for example if they do not pay enough, they can
also be taken to court.
Advantages- you know exactly what you are getting form both parties. The
client knows what they are getting, and the producer knows exactly what
they are going to create for them. There is also legal protection for both
parties as it is there in writing what both parties want/need. You know
exactly how much you are getting to spend on the project, so there will be
no issues with underfunding.
Disadvantages- you could potentially get sued if you make the wrong product
or not to the right specifications. You are also locked into the contract, so
you cannot get out of it even if you want to.
3. FORMAL BRIEF
Definition- a formal brief is a brief that simply gives you an idea
of what product that the client wants. It is saying what they
want but is up to the producer to make these product. For
example, McDonalds would hire a producer to make an ad for a
billboard, but they wouldn’t say what they wanted, so it is up to
the producer what sort of content will go on this billboard.
Advantages- gives the producer more freedom into what they
can produce for their client. It gives them flexibility for time,
money and resources. It keeps things fairly simple in the sense
that it means that you don’t have to read a massive contract,
and you can have more input. You can often have a lot of
discussions and negotiations, for example you can chat with
them on the phone, and then formalise it with an email.
Disadvantages- a formal brief isn't necessarily legally binding.
So if something goes wrong, or the product/deadline isn't quite
right, the best way to protect yourself in that instance is
making sure that you have a lot of correspondence through
email.
4. INFORMAL BRIEF
Definition- and informal brief would typically mean that there is
not writing involved, as it will be a verbal agreement. This
means that there are no contracts o written documentation to
support the brief and the process/project. For example, when
you arrange to meet up with a mate later on through speech.
This isn't a professional example but it shows the brief type
well.
Advantages- the informality of the contract means that you have
full flexibility with what you want to create. The client is
typically open to any ideas and as it is informal, no set time
frame either, so as long as it is done at some point, then that’s
cool.
Disadvantages- it is not a reliable way of making work or
sometimes even getting payment. If it is an informally brief,
you may forget their core message or sometimes what they
want in general.
5. CO-OPERATIVE BRIEF
Definition- this consists of three or more parts, for example
there could be two clients that the producer is making content
for. For example, you could hire a DJ to play for an event, but
you could also hire another one to play after him. These two
media producers may end up working together to make a
product.
Advantages- you could both work to a more refined or a better
end product, as opposed to one person working on an ok
product. The work can be done a lot faster since there are ore
than one of you making it. You can bounce ideas off each
other. Having more than yourself working on the project, you
always have a contingent, so if person A falls ill, person B can
pick up some of the workload.
Disadvantages- as there is more than one person on the job,
this could result in arguments and creative differences.
Figuring out who is doing what can end up being problematic.
Splitting the payment up can often result in differences too.
6. NEGOTIATED BRIEF
Definition- a negotiation is a discussion between yourself and
another, and you are trying to objectify what you are
producing. If there are any disagreements in the contract, they
can negotiate. Negotiation is an important part of any brief.
Advantages- you are making sure that everyone involved is
happy, for example, resources, budget, time constraints.
Making sure the fine details are known and agreed upon from
both parties. Another thing could be with successful
negotiation, you can ensure that all parties will work together
effectively. This is called synergy.
Disadvantages- You could get into arguments. If you don’t
negotiate, you may not get the correct information.
7. COMMISSION BRIEF
Definition- a large media company will hire a smaller media
company to create a product for them. For example the BBC
may hire a seperate film company to make a production for
them, then the BBC will use this production. This is basically
outsourcing your work to another company.
Advantages- one key advantage is that when you are given the
brief, you will have a better understanding of it as it is coming
form a media savvy person. You are in the same field of
expertise so they can use proper industry terminology. You can
still get royalties form the products after they have been
released.
Disadvantages-
8. TENDER BRIEF
Definition- a tender brief is basically an open brief where the
client will put out a brief, and a producer will offered their
services to fit the brief. Some companies are obliged to choose
the cheapest option.
Advantages- gives smaller production houses a chance to work
with a large company. There is flexibility to choose a producer
and effectively gain full control of the ideas given to them. This
brief doesn’t require as much time for negotiation.
Disadvantages- for the producer, you might go and pitch the
idea to the company, and all of the planning and pre
production from the producer is wasted if they do not get the
job.
9. COMPETITION BRIEF
Definition- a competition brief is where you compete with
others for a company to use your content. This brief is available
to anyone. There is normally a prize of some sort, as there
would be no incentive if there wasn’t. York college put out a
student voice poster design competition, with the winner
taking a £50 amazon gift voucher.
Advantages- if your work is used by a large company, it could
lead to further opportunities for you. You get the opportunity
to work for large companies. The company putting out the brief
is that they will have a lot of quality content to choose from. It
is free for the producer to enter. The client ends up with cheap
labour and the mass creation of products.
Disadvantages- there is a possibility for nobody to enter if there
is not enough publicity or the rewards aren't good enough,
leading to no or a select few entries, so you have to give the
prize to the best one, even if it isn't very good. The entries
themselves might not be too good, o you are stuck using sub
par content. Your product that you make for the brief may not
get chosen, so you have just wasted your time.
10. MY BRIEF
Which structure/structures will your client brief use?
I will use a formal brief as I prefer the more casual nature of the
informal brief. The fact that it makes it a formal brief is that I
am communicating with them over Facebook Messenger. I have
flexibility to do what I want with his project as my client has
given me full control of the creative process with a couple of
pointers as to what she wants, for example they have told me
that they will want headshots.
11. READING THE BRIEF
Why is important to thoroughly read your brief?
It is important to thoroughly read through your brief as you need to able
to knew what you are creating, whether that be following instructions
given to you by your client or to come up with original ideas.
Understanding what it expected of you is important for building a
relationship with your client.
Reading through your brief can help you know what your limitations are,
as in what you cant do.
12. READING THE BRIEF
What is the nature and demand of your client brief?
My brief is an formal brief, as me (the producer) and the client have
communicated through recorded forms of communication such as
Facebook messenger and through email.
The client has asked me to produce photography of the outside of the
store, and some shots of the staff who work there.
13. NEGOTIATING A BRIEF
Why is it important to discuss the brief with your client prior to
production?
It is important so that both sides know what they are getting into, in
order to avoid any legal issues. When both sides are clear as to what
they are receiving/producing, it will make the production a lot faster
and easier as the producer knows what they are doing. It also helps you
get to now your client through communicating with them more, so you
could potentially come up with more ideas through this.
14. NEGOTIATING A BRIEF
What are the advantages and disadvantages of employing discretion
with a brief?
An advantage to employing discretion with a brief is that it allows you
and your client to potentially be more creative with the work that you
make, as you can make the product better or more appealing to the
audience that you are making it for.
A problem with employing discretion with a brief is that you can
potentially make something that the client doesn’t want or even like.
This obviously could cause a massive problem, as it could mean all of
the work you have done has been for nothing. This could cost both
sides, it could cost the client as they don’t get the work that they want,
and it could cost the producer as they wont get paid for the work that
they do.
15. NEGOTIATING A BRIEF
Are there any potential legal/ethical/regulatory issues with the brief’s
proposed product?
The ethical issues in my project are pretty simple, I must make sure that
if I get anyone in the shots I must have expressed verbal or written
permission if my client wants to use the image with them in it.
I must not use any images which I do not own or I do not have the rights
to, s this would cause a copyright infringement.
16. NEGOTIATING A BRIEF
Amendments you have considered to:
The Product
Images for a shops website.
The Budget
Whether to buy fairy lights or not.
The Conditions
I haven't made any to the conditions.
17. OPPORTUNITIES
What opportunities could this brief allow you to explore?
Self Development
It allows me to develop my skills with capturing images, using
Photoshop and talking with clients in person.
Learning new skills
It allows me to take images for a professional use, which I have not
previously done.
18. OPPORTUNITIES
Multi-skilling
It allows me to multi skill as I have to do all the images and process
them myself, and I will not have any help in doing this.
Contributing to a project
It allows me to contribute to a project in which I would not have had the
opportunity to do before.
