The document discusses different types of briefs that can be used when working on a project for a client. It defines and compares contractual, formal, informal, co-operative, negotiated, commission, tender, and competition briefs. Key details include legally binding agreements in contractual briefs, flexibility in informal briefs, and the need for companies to agree on negotiated briefs. The document also provides an example of a formal brief being used for a set of vegetarian recipe cards.

1. Working to a Brief
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2. Contractual Brief
Definition:
A contractual brief consists of an contract which is signed by a company and its client in
which an agreement is discussed about completing a specific task within a time frame and a
set budget. If the company or client fails to comply with the agreement they would be
found in a breach of contract therefore would have to face legal action.
Advantages
An advantage of this would be that the agreement is written down therefore there is proof
of the agreement and both parties are aware of what is going to be done which makes it
legally binded.
The client is more in control of the brief.
Disadvantages
A disadvantage of this would be that companies get less flexibility with
If there are any problems one party will reach a breach of contract.

3. Formal Brief
Definition:
A formal brief is where a media company is approached by a client who presents the
company with a brief in which they establish the product they desire to make. The
brief only contains necessary information that is required in order to complete the
project. Any further information would have to be gained during negotiated with the client.
Similar to the contractual brief, both parties involved will formally agree on the project, however
this does not necessarily mean that the contract is legally binding.
Advantages
An advantage of a formal brief is that clients are open to any ideas.
It is good because it is specific and that means it is clear what the client wants.
Disadvantages
- The fact that the brief may not be legally binding means that if there are any problems legal
action cannot take place.

4. Informal Brief
Definition:
An informal brief is most likely to be a verbal agreement. There are usually no contracts or
written documentation involved within the process of the agreement. Both the company and
the client agree upon the project after discussion and deliberation. Due to the fact that it is
informal there may not be a set completion date.
Advantages
Advantages of having an informal brief includes things such as flexibility – clients and companies
can be more open to ideas.
An advantage for the company involved is that if anything is to go wrong they are not liable as
there is no legally binding document.
Disadvantages
One of the disadvantages of having an informal brief is that it can be risky due to not having a
contract involved.
It is much more relaxed therefore the work may not get done which also means if the work
doesn’t get done no one will be affected as there is no contract involved.

5. Co-Operative Brief
Definition:
A co-operative is where two or more production companies are involved with a single project,
companies are required to work together in order to complete the given project.
If they disagree on something then they must produce a negotiated brief in order to appease
both companies.
Advantages
An advantage of having a co-operative brief is that you get the input of two different
companies which may notice
Disadvantages
A disadvantage of using a cooperative brief is that companies may disagree on
subjects that they are passionate about.

6. Negotiated Brief
Definition:
This is where two or more media companies are working on a brief together and have conflicting
ideas towards a project. This means they would have to negotiate the brief. Through this
negotiation the brief will be adapted in order to involve all parties, including the client. This may
involve adapting visual style, changing the content or making sure the product remains within the
boundaries of the legal and ethical obligations. It is important for both parties to compromise in
order for the project to move forward.
Advantages
An advantage of a negotiated brief is that it allows more than one company to work
on a brief.
Disadvantages
A disadvantage is that both companies will have to agree on the project for it to be
able to move forward.

7. Commission Brief
Definition:
A commission brief consists of a larger media company hiring an independent media
company to carry out a project for them. This brief is then negotiated between the
two parties involved rather than using an external client. The product made may
be used by the larger company involved who have commissioned the project and
then it may be given to an external client. The independent party involved will be
paid for the work they have done and they could also be given a percentage of the
profits made for the product.
Advantages
- This gives smaller companies the opportunity to work for a larger media company.
- It also gives smaller companies an opportunity to make money doing something they enjoy
Disadvantages
- A disadvantage of this is that the smaller company which has produced the piece of work
often does not get any rights to it and the bigger company owns it, meaning that the people
who produce it cant use it.

8. Tender Brief
Definition
A tender brief is where a client publishes a media product that is required for other
production companies to see. A brief will then be created by production
companies alongside a proposal and a budget, which will then be pitched to the
client. Occasionally several companies may create briefs for the same project. This
is because they hope that they can secure the project over the other companies.
Eventually the client will decide which one they think is best suited for them and
will offer that production company the project.
Advantages
An advantage of using a tender brief as it gives different companies the opportunity
for work.
Disadvantages
A disadvantage of using a tender brief is that companies are working against each
other which may cause rivalries.

9. Competition Brief
Definition:
A competition brief is a brief that is made available to all production companies involved. Each
company then make a brief for the client . The completed projects will then be judged. The
most suitable project will be created and published. Entering the competition is usually free
of charge and the company involved will only have to pay the winning company if they
choose to.
Advantages
An advantage of this is there is no fee to take part in the competition and companies
are guaranteed work if they win.
Disadvantages
If a company does not win they are not likely to be able to work with the company.

10. My Brief
The type of brief that we will be using for our recipe cards is a formal brief as it is not
legally binding. The brief gives an outline of what the company wants but does not go
into detail, this leaves a lot of room for creativity.

11. Reading the Brief
Why is important to thoroughly read your brief?
It is hugely important to thoroughly read your brief as it allows you to fully understand what the
client is looking for. This in turn allows you to get a better understanding and idea as to how
you are going to approach the tasks in order to complete the project to the clients
standards/specifications.
It also allows you to arrange what you are going to do in a more effective manner. This is because
you can clearly see what you have to do and how long, as well as how much/many of the
available resources you will need to complete the project.
If you do not thoroughly read the brief and end up creating something which is not what the
client was looking for then you will not get paid, which after already having ‘completed’ the
project will result in a loss.
Thoroughly reading the brief can mean the difference between making a profit and coming out
on top, and making a loss and coming out worse.

12. Reading the Brief
What is the nature of the Vegetarian Recipe Cards brief?
It is a formal brief which aims to create a set of recipe cards suitable for vegetarians, which has as
little an impact on the planet as possible. It suggests the use of recycled paper and vegetable
inks etc.
What is the demand of the Vegetarian Recipe Cards brief?
The demand is to make a consistent set of recipe cards for vegetarian dishes. They must obviously
be part of a set and go well together.

13. Negotiating a Brief
Why is it important to discuss the brief with your client prior to production?
It is important to discuss the brief with the client in order to make sure that they are happy with
it and you need to be certain that they are okay with it before you go ahead and start on the
project, otherwise you will end up losing money when they say that it is not suitable.
As a company you cannot afford to make these sort of mistakes as they cost a lot of time and
money and they are easily avoidable. If you make something not suitable for the client then it
will be you losing out, not the client.

14. Negotiating a Brief
What are the advantages and disadvantages of employing discretion with a brief?
An advantage of employing discretion with a brief would be that it allows the people creating the
product in the brief to be more creative and potentially make the product better or more
interesting. Applying discretion to the brief can allow you to try things which you may think
will improve the product.
A disadvantage of employing discretion with a brief is that the people carrying out the brief could
end up doing something which the client does not want/like. This could cause a huge
problem as it may render all the rest of the work invalid, as the client is not happy with it and
they might approach another firm and ask them to complete the project. This would
obviously cost the people who were doing the project before a lot of money as they would
not get paid. This is why it is important to communicate with the client in these situations in
order to make sure you are not veering off track.

15. Negotiating a Brief
Are there any potential legal/ethical/regulatory issues with the Vegetarian Society brief’s
proposed product?
We must make sure we are not infringing copyright laws when we are using images online.
I do not believe that there are any ethical issues when it come to the brief, as it is not offensive in
any way.

16. Negotiating a Brief
Amendments you have considered to;
The Product
Whether to create a set of recipe cards that feature some vegan recipes.
The Budget
Whether to print on recycled paper and use vegetable ink to create the product.
The Conditions
We have not made any amendments to the conditions

17. Opportunities
What opportunities could this brief allow you to explore? Be specific with your responses. This
brief is quite different to others you have come across and offers lots of new experiences. Check
the unit overview to help you with this.
Self Development
It allows me to further develop skills in terms of operating programs such as adobe photoshop.
Learning new skills
It allows me to gain new skills using programs such as indesign which I have not previously used.
Multi-skilling
It allows me to improve my multi-skilling ability. This is where 1 person operates more than 1
thing or does more than 1 task. It is like having multiple job roles.
Contributing to a brief
It allows me to add things which I think would improve the overall product.