The document discusses different types of client briefs for media projects, including contractual, formal, informal, co-operative, negotiated, commission, tender, competition, and my brief. It provides details on the definition, advantages, and disadvantages of each brief type. Key points covered include how contractual briefs provide the most structure and legal protection, while informal briefs involve more trust between parties. The document also discusses how to read, negotiate, and identify opportunities within a client brief.

1. WORKING TO A BRIEF
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Name

2. CONTRACTUAL BRIEF
Definition
A contractual brief is an agreed on document that involves a media company and a client.
Usually the client proposes the brief and the media company will sign the contract, stating
that they agree to the terms. A contractual brief is a contract that states every detail of the
process that is written down. These details will cover the fee, the length of time the work will
take and a specific task.
Advantages
Both parties feel secure as the work that want and the fee they will be receiving/paying is
predetermined. Security offers comfort in the trade as no one feels they are liable to be
cheated or under paid/overworked. At this stage of the process these three factors are fully
negotiable, therefore if it is clear the two participants do not see eye to eye then the project
can be abandoned with no wasted time/work/money. Every detail is written down meaning
that information cannot be misinterpreted.
Disadvantages
Legal action is the consequence for breaking the term of the contract. This can be viewed as an
advantage also as it usually ensures that work is done as agreed. However I am choosing to
list this as a negative as the consequences of breaking the contract can be dire for some.
Especially small businesses and free-lance workers.

3. FORMAL BRIEF
Definition
A formal brief is a tier down form the aggressive contractual brief. The brief will detail
less information and no fine print. It is an outline of the work that is being commissioned.
The rest of the brief will be agreed upon through spoken word. Unlike a contractual brief
a formal brief can or cannot be legally binding.
Advantages
A formal document is very clear in its intentions. The premise is that there will be no
confusion and it does exactly that. The only information present is that which is necessary
to the exchange. The fact that the contract is not legally binding also allows creative
freedom.
Disadvantages
If a media company is give more free reign with how they choose to develop a product
then there is alway a further risk that the other party does not get the product they had in
mind. On the basis that disregarding the brief is not punishable by law there is always a
chance the media company will not be paid.

4. INFORMAL BRIEF
Definition
An informal brief is widely based on trust. A contract of this type will usually exist
between two long time business ties. The contract does not necessarily need to be in
written form. The work is discussed an agreed upon verbally.
Advantages
The verbal/informal brief is far more relaxed in all areas. This avoids confrontation
between client and designer as the deadline and other restrictions are not
predetermined. There will also be a stage before the final exchange when the work
can be fine tuned to the clients desires.
Disadvantages
The is a certain degree of risk involved in a brief that is not backed up by a contract
as one party may decide to back out or demand something different from the
original agreement and there would be little the other party can do about it. The
client may over demand work for example with no promise of an increase in pay.

5. CO-OPERATIVE BRIEF
Definition
A co-operative brief is a brief that is used when more than one company is hired to do a
job. The two companies must then work together to achieve the clients goal.
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Advantages
A co-operative brief helps to build a web of connections in the business world. Contacts
and who you are familiar with can be a great source of work. Two companies coming
together in a project can lead to superiors results than that of a single company’s work
as two specialists can come together bringing strengths in more areas.
!
Disadvantages
The classic situation of varying and conflicting visions can lead to a product that is
neither one thing of the other. It would be difficult to work to the clients ideals when
two view point both want to express artistic flare that does not coincide with one
another. Progress can also be slow in a situation like this.

6. NEGOTIATED BRIEF
Definition
If a co-operative brief is making poor progress due to conflicting ideas then a second
brief will be thought out to straighten out the issues and send the project is a new
direction. This is called a negotiated brief. This new direction however may have
need to abandon previous work and successful content.
Advantages
The type of brief will exist to get all the information together and organised and hear
ever view point, this gives everyone a say and will also remove the idea that will not
be used. This avoid future arguing about possible idea as they have already been
ruled out.
!
Disadvantages
The negotiations may not be suited to everyones opinion. It is possible that the project
will go belly up at this point as some parties may not want to continue. And to a
lesser extent the work could be finished however further cooperation with the
company may not be an option.

7. COMMISSION BRIEF
Definition
This is when a larger media company hires a smaller independent media
company to carry out work. This brief is negotiated between the two and
then the product can then be used by an external client.
Advantages
The smaller independent company will receive pay from the product but
will also receive payouts each time it is sold, broadcast or published.
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Disadvantages
The larger media company holds all the cards in this transaction. They are
able to manipulate the deal so that they are in a far greater position to
gain profit, or short change the smaller company. It is also within the
larger companies rights to give no credit to the smaller company.

8. TENDER BRIEF
Definition
A tender brief is when advertises a product they want to be made. A brief,
containing budget and proposal will ten be made by a production
company. The client will then choose from a number of briefs put forward
by different companies.
Advantages
The client will receive a lot of different ideas, allowing them to find a brief
that works best for them. Competition will force companies to strive to
produce the best quality.
Disadvantages
Time and money will be lost for the production companies that do not get
chosen by the client.

9. COMPETITION BRIEF
Definition
A brief is given to a number of production companies. The companies will
complete production, the client will then chose to work with the project
they like the best.
Advantages
Amateurs are attracted to this brief as they have the opportunity to work
with a client in an open competition. The client will only be required to
pay for the winning production.
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Disadvantages
Those who do not win the competition will lose out on work, money and
time.

10. MY BRIEF
Which structure/structures will your client brief use?
Reference your reasons for choice/choices
My brief from my client is very informal there is little that is specific that must
be included in the work. Im glad to have a very open project with no legal
binding. I have met with my client to align our views to make sure we are on
the same wave length. There is no regulation on time at their end and no other
schedules or constraints. Communication can be done back and forth via
email. The project is casual and flexible.

11. READING THE BRIEF
Why is important to thoroughly read your brief?
It is important to thoroughly read the brief as a miscommunication between the
client and myself is more likely to occur. If this does happen it can result in a
major flaw in the final products design. I may also work over the set schedule
by accident (if there was one). I must make sure we agreed upon the
following; time scale, money, the products identity. If i were to break this
agreement inadvertently there would be no legal issues as the brief was not
legally binding however it is good for reputation to ensure the work is done
correctly.

12. READING THE BRIEF
What is the nature and demand of your client brief?
I have been tasked to create a joke book based on the comments the chef has
made at the restaurant where my client works. The booklet will be short and
feature several quotations will picture of the chef inserted. The booklet is for
customers to read while enjoying their meal, therefore i need to make the
product match the restaurants atmosphere and customer demographic.
This project tasks me to excel at making graphics and page layout.

13. NEGOTIATING A BRIEF
Why is it important to discuss the brief with your client prior to production?
By meeting with the client i can straighten out irregularities and anything that
might be unclear. I also know my limits and skill and can therefore reach a
common ground of what can actually be produced. I can ask questions and
run ideas by the client helping us both achieve the goal the client is looking
for. Visiting the restaurant and meeting the staff will help me to match the
tone to that of the booklet.

14. NEGOTIATING A BRIEF
What are the advantages and disadvantages of employing discretion with a brief?
Advantages:
employing desecration will allow me to add my own personal style and
intentions into the booklet. Allowing me to create something freely with as
little restriction as possible will help the product turn out as a graphic designer
would imagine it rather than someone who is less educated about the subject.
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Disadvantages:
Alternatively i risk have a lack of direction and structure without guidelines. It
would also be a mistake to create something entirely different to the client’s
vision.

15. NEGOTIATING A BRIEF
Are there any potential legal/ethical/regulatory issues with the brief’s
proposed product?
From the point of view of my own work there is nothing that i can foresee that
could cause offence to anyone. Likewise i will be creating all my work from
scratch to avoid legal trouble.
However having seen some of the jokes the chef has said, while particularly
tame, some walk the boundary of offensive to some. This is what i have been
commissioned to do by the client on the other hand, going by this i will trust
their judgement as the booklet will be displayed in their restaurant.

16. NEGOTIATING A BRIEF
Amendments you have considered to:
The Product
The meeting with the client went very well. We are like minded in our thinking behind the
project’s goal. we discussed and agreed upon various styles, images, quotes and colour
schemes to use.
The Budget
This is a volunteer project therefore i will not be accounting for a wage at the end of
production. I will be making use of the college equipment and resources to complete
the task.
The Conditions
If this was an external project i would be making conditions about pay. The brief was
very open ended and therefore minimal in restriction. There was the necessity for what
Wendy (the client) described as a “zany” “quirky” art style.

17. OPPORTUNITIES
What opportunities could this brief allow you to explore?
Self Development
I will better understand the freelance working process as well as learning how to
lead a meeting and communicate in a professional manner. The completed work
will also be something i can use to advertise myself in a portfolio of work.
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Learning new skills
Expanding my ability at using computer software such as photoshop and Indesign. I
will gain the ability to look for work in a real world place of business. I will also
learn how to accommodate and morph my own creations into that of someone else.

18. OPPORTUNITIES
Multi-skilling
I will be communicating with client, using my computer skills, handling
professional situations. And importantly working independently in the real
world.
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Contributing to a project
I will gain the experience of working with others and the ability to find work externally
from a business or company. The final work will also act as proof of my ability to do so.