2. CONTRACTUAL BRIEF
Definition This is an agreement signed by a media company. The
company must produce the product specified by their client in a certain
time frame for a set fee. This is a legally binding document and so the
client and the person doing the job must sign. If one person suddenly
backs out, not only will the other get their fee back but also will be
presented with the opportunity to take the other to court.
Advantages The client is getting exactly what they asked for, including
every last detail and no one can back out so it’s a guarantee or money
back. Because all the detail is stated in the contract, there can be no
backing out as everything is all written on paper. Also, money
shouldn’t be an issue because before signing the agreement, the
freelancer will be able to figure out a budget and see if this is a realistic
deal.
Disadvantages Once the producer has made a deal, they cannot back
out and are locked into the contract. This means that they must do
everything stated in the contract and even if they fail to do one thing,
they can still be taken to court. If something were to come up, it
wouldn’t be as easy to just say no and break the deal because it puts
them in danger.
3. FORMAL BRIEF
Definition This brief offers a lot more flexibility as it is something that
does not require a legally binding (not always). Negotiations can be
made to find the middle ground and work out an efficient way of
completing the task. The client gives very basic information as for what
they want and allows the producer to work to their standards and then
maybe improve beyond that.
Advantages This gives freelancers plenty of freedom to work to the best
of their abilities. There isn’t necessarily a time frame that has to be
stuck to. Again, that is something considered when negotiating goes
on between the producer and the client. All the necessary stuff is
included in the brief and after completing these objectives, the
producer doesn’t have to do anything more.
Disadvantages A formal brief doesn’t offer the same protection because
it isn’t always legally binding and so the best way to protect yourself
has to be to get everything in writing so that contact to the client can
be proven. This can be done over any form of message, however, is
probably best done over email because the client/producer is obliged
to look through email especially.
4. INFORMAL BRIEF
Definition This brief is typically verbal and doesn’t usually contain any
sort of binding of agreement. Because it is informal there might not be
a set deadline. Often these briefs are exchanged between friends or
acquaintances of which can be trusted. The producer and client will
often make contact through informal ways such as text messages and
social media.
Advantages There is complete flexibility and nothing has to happen so
long as no contracts are signed and no official agreements are made.
The client usually is inclined to work with any ideas and would
otherwise say if they really didn’t agree.
Disadvantages This isn’t a reliable method to use for something very
important because people can often back out or not pay on time etc.
As a client, you may be left disappointed with the outcome of this brief
because the freelancer may accidentally neglect some important
information. If people were to know that a business was taking on an
informal brief, their appearance might be ruined because people know
that they do not have any money.
5. CO-OPERATIVE BRIEF
Definition This consists of three or more parts, for example, the client,
the freelancer and another freelancer type person doing the same job.
For example, at an event, a freelancer might be hired to DJ but another
one might have also been hired to work the same job. These two
people must work together in order to create an end product. If there
are any disagreements, a negotiation can be made to sort things out.
Advantages The two can work together and apply and combine their
skills in order to complete the task faster and bring the standards up
by working as a team to make things better. Another good advantage
is that if one person were to fall ill, the other would be able to work as
a back up and pick up some of the work load.
Disadvantages Arguments and disagreements could occur which creates
a massive divide between the two that are supposed to be working
together. Also because the job has been split between two people, they
are each being paid less when they could have each probably done the
job singlehandedly (maybe not to the best standards either) and still
get paid more.
6. NEGOTIATED BRIEF
Definition This is simply a negotiation that takes place within a brief.
This is a discussion between one producer and another. This allows
both parties to compromise and come to an agreement which they are
both satisfied with. This entails changing visual style, changing the
content or ensuring the product stays within the boundaries of a legal
or ethical obligation.
Advantages This ensures that everyone is pleased and has come to an
agreement which will conclude with them working together efficiently
and properly. This is called synergy (when people come together to
work for a mutual benefit).
Disadvantages When a brief isn’t negotiated properly and one party
disagrees with a certain term in the contract or something as such, this
can result in arguments. One of the parties could also be misinformed
and the work may not be completed properly.
7. COMMISSION BRIEF
Definition When a large media company takes on a smaller and
independent media company to make them a product. For example, a
television corporation like the BBC may commission a smaller video
company to do a television series or a documentary. This position
could be offered to a few different people and saves the client a fair bit
of money.
Advantages Upon receiving the brief, the producer has the full criteria of
what needs to be done. When it’s coming from a professional
international business, the criteria should be easy to understand and
contain all of their expectations so the producers will not mess up.
Once this commission is completed, it will likely gain a lot of attention
giving the freelancers a higher status and putting their work out there.
Disadvantages You may not get paid as much money as if you had taken
on the work directly from the business because commissioners will put
the pay down, as they will want a portion for themselves.
8. TENDER BRIEF
Definition A tender brief involves the exchange of ideas between a client
and a potential producer. The producer creates a proposal and submits
it to the client and the client takes their pick. This, in itself, is like a
deal because the proposal is printed on paper and so if the producer
doesn’t comply, they may not get paid. This is flexible, however, so
nobody can be taken to court. Some companies are obliged to pick the
cheapest option.
Advantages There is the flexibility to choose a producer and effectively
gains full control of the ideas given to them and can implement the
ones that they like or don’t like. This brief also doesn’t require as much
time for negotiation because the proposal has already been made and
the producer can start straight away.
Disadvantages The producer might plan and prepare for something
massive for it to just be a waste of time because the pitch doesn’t pay
off and the client selects another choice. Also the freelancer cannot be
sure whether they will gain any payment from their product.
9. COMPETITION BRIEF
Definition This is where a competition is made available to all
participating producers or production companies (this could also be
open to anyone). The criteria is given and the competition is free. This
is almost like a tender brief but in the form of a competition. The
winner will be selected at the end and the client only has to pay the
winning company. For example, each year Glastonbury Festival holds a
competition which entails designing a poster to stop littering on the
site and to be printed on the bins. Once the winner is selected, they
instantly win a weekend ticket to the festival.
Advantages The client has access to all this work and so they have the
freedom to recreate a poster they do not like without having to pay. So
yes, they are giving a prize away which is probably a lot but they are
also getting maybe hundreds of entries which are of a high standard.
On the other hand, if the producer does win, this opens up lots of
opportunities for their future career.
Disadvantages There is a chance that the competition might not have
enough publicity and so they do not have enough entries. However,
they may get hundreds but the entries are all terrible. As a producer,
the disadvantage could be that you put a lot of time and effort into
10. MY BRIEF
Which structure/structures will your client brief use?
My brief is an informal one. This is because I was lucky enough
to be closely related to my client and so I am trusted. I have the
flexibility to do what I want, to an extent. We have negotiated
and agreed that what I produce must be correct and
demonstrate a professional status. We have been
communicating through person because she is my mother and I
live with her, which makes this especially informal.
Reference your reasons for choice/choices
I have chosen to use Carley as a client because she has come to
me previously, with knowledge of my creative skills. She also
trusts me and is happy for me to work at my own pace so there
isn’t too much pressure to complete this project too quickly.
11. READING THE BRIEF
Why is important to thoroughly read your brief?
Reading a brief is important because you need to create an
understanding of what is expected of you as the producer. Doing so
allows you to see the nature and the demand of the brief. The nature
and demand are key elements of the brief. Nature entails what you
have been asked to do. This is the core of the brief and without this,
you cannot complete the task. The demand focuses on time constraints
and deadlines. These are also important to note so that you are able to
plan and prepare something which will fit within the time frame.
12. READING THE BRIEF
What is the nature and demand of your client brief?
I have been asked to produce something simple and not too
overwhelming. My client has specifically asked for something
professional and as minimalist as possible because she believes that it
would be better to include little to no writing as potential clients may
be dismissive. So it’s just best to get to the point. She also thinks
photographs are a very important element to completing this project. I
have been asked to produce multiple high quality photographs that
attract the eye. She doesn’t actually want to include faces too much but
would prefer to put plenty of gym equipment into focus. She feels that
this will establish her as a professional personal trainer who takes
watermark photos which is more attractive than a simple design with
her picture on the front.
Like I said before, Carley is in no immediate demand. However, I have a
deadline for college. Otherwise I would be able to take as much time as
I like, so long as I didn’t take advantage of that requirement. I think she
will be expecting this to be of high standards in the time I have since it
is a college project and she will be wanting me to get the best grade.
13. NEGOTIATING A BRIEF
Why is it important to discuss the brief with your client prior to
production?
This is important because you and your client should firmly establish
the expectations you have of each other and the time constraints.
Within this time, your client can think of a list of things they would like
for you to do and at what standards. You can also decide to turn the
deal down or even compromise in order to make the task easier for
yourself. It is especially important to negotiate before making any
binding agreements because you may find that the task at hand is too
much to do in such little time. And rather than being overwhelmed with
work, it is sensible to plan ahead before taking on such heavy
responsibilities.
Negotiating also gives the client and the freelancer an opportunity to
get to know each other. This is especially important for the more
informal jobs because it gives the client an opportunity to assess the
producer for who they are and what jobs they have worked previously.
This works in the same way, the other way round, in some aspects.
14. NEGOTIATING A BRIEF
What are the advantages and disadvantages of employing discretion with a brief?
This is a procedure that must be undertaken properly and appropriately. When
negotiating with your client, you do get to find out about them, tell them about
yourself and give them a criteria that they must follow in order to complete the
task. However, depending on the type of brief you have agreed to choose, this can
be a risky deal to make. If the brief is contracted, then there is a lot more safety
and security. Having someone’s signature on dotted lines is reassurance that
what you asked for is going to be complied with. Otherwise other procedures can
be taken by law.
However, any other brief type can be a risk. Yes, you have had the opportunity to
meet your client and get a better understanding of who they are and what they do
but realistically, how do you know that they are reliable. Yes, they might have
promised to do the work to high standards, for a certain deadline as a client, you
would probably only meet them once or twice.
As a freelancer, it is even more difficult. Not being able to know whether your
client will pay you is difficult to determine. In fact, you might end up making a
massive effort to complete their work and they may end up backing out of the
deal for various reasons. But, that can also be dealt with on a contracted basis.
The problem is, a lot of people may feel less inclined to sign a contract because
they do not want to be stuck in a deal which they cannot leave. So they probably
feel like they can’t offer contracted work and instead, change to formal (which
15. NEGOTIATING A BRIEF
Are there any potential legal/ethical/regulatory issues with the brief’s
proposed product?
This depends on what product is being made. If it were a television
advert, for example, it might be a requirement to include at least one
person with a different ethnicity, one person of a different sexuality
and different genders. I think these are the most important standards
to follow. This is under the circumstances that it’s an advert which is
offering services to everyone (not that others don’t). For example, an
advert by the NHS might decide to include a range of different people
just so that the audience is reassured that the service is directed at
them.
There are also laws which should be followed including the common
sense rule that nothing explicit should be published in the eyes of
children. For example, if a freelancer had been asked to make a poster
concerning abuse, it would have to be appropriate for the public which
includes children. This is the same with watershed which is a term used
to reference past 9pm which is when explicit content can be shown on
television. Some of that content may have been created by a producer.
16. NEGOTIATING A BRIEF
Amendments you have considered to:
The Product
I have discussed with my client some changes and amendments that I
have been considering and would like for her to consider such as
whether to use photographs or just clip art type work. We have also
discussed forms of advertisements such as whether it would be wise to
make a flyer, business card and a poster etc.
The Budget
I have not been given a budget because this is an unpaid task, however,
I have been given free resources such as cameras and the computer in
college, which I should be able to use to achieve a high standard
outcome.
The Conditions
My client hasn’t asked for this task to be rushed, however, I do have a
deadline for college for when I must hand in all my work, for this
project.
17. OPPORTUNITIES
What opportunities could this brief allow you to explore?
Self Development
This brief can help me to develop my presentation skills when making
something professional. I feel as though I have not been able to
demonstrate my presentation skills, as well in the last few projects
because I knew that they were things that weren’t going to be
published anywhere.
Learning new skills
I feel that I will be able to learn new things from this project as it will
challenge my already existing abilities. There is certainly a lot of room
for me to learn new production skills. However, it’s not just about
production. In this project, I have already learnt plenty about different
briefs (which I didn’t even know existed) and been able to identify what
kind of brief me and my client discussed.
18. OPPORTUNITIES
Multi-skilling
As part of this project, I will be partaking in a few different activities
including taking photographs, setting the scene for images and
working with post production to create a clean and professional finish.
However, I may not be taking photographs which will mean most of my
work will be done through Photoshop.
Contributing to a project
I will be creating various different forms of advertisements to give to my
client, which will definitely include a business card and a leaflet. Both
of these things can be handed out and passed around. However, this
will be costly for my client as she will have to print more and more
when she runs out. So, I am thinking of making a poster, which can be
printed as a dozen copies and do just as well as business cards and
leaflets.
I am hoping that this will generate more and more customers for my
client and keep the personal training running smoothly.
