Briefs

Competition Brief Competition briefs have a short outline of what is needed, a time and a prize. It is usually aimed at people who can promote the company or the event. Positive – A prize can initiate a lot of people to attempt the brief which can mean a lot of options on who to choose. Negative – A lot of productions may be very amateur and not professional which is something they client may be looking for. The example to the right is a competition brief because there is a short outline on what they are asking for with information on what the submissions would be judged on. They are asking for creative ideas in the renovation of the strip mall from the general public.

Informal Brief An informal brief is not normally documented. Usually told verbally where the client and the company discuss the requirements for the project being made. Not many companies use this as the consequences of failure are high. The only time this is used is during the ideas stage before a formal brief is made. Positive – A lot of ideas can be talked about and gone into further if something is not understood. Negative – guidelines could be misunderstood and then the criteria may not be met. To the right is a very basic example of an informal brief. As shown it is not being documented and is being told verbally to the clients.

Tender Brief This type of brief is where a client will advertise their brief and a company will bring together a proposal for their client. There can be multiple pitches to the client from multiple companies so the client will get the chance to choose the best proposal that suits them. Positive – Client can go through proposals and select the one to their liking. Negative – Multiple pitches and having to go through proposals can be time consuming. To the right is a tender brief, this is obvious because a proposal has been made for a client outlying all information needed for what is being asked.

Formal Brief This type of brief is where a company is given a brief by a client that outlines the product which they want created. This brief is usually very open and gives plenty of information to be produced. Any other information can be discussed with the company and client. This can not all be legally binding. These sort of briefs set out goals to be achieved. The brief is usually straight to the point containing only needed. Positive – Very open and gives a lot of information for the company to use. Negative – If goals not achieved measurements must be done to correct. A formal brief can be viewed on the right, this is a formal brief because it outlines what they want being created well with plenty of information to be followed whilst also showing the goals they want to achieve.

Contractual Brief A contractual brief is a contract where the media company is employed by the client in order to complete the project to specific guidelines. It is very important that the company follows the guidelines and do what the client says. Failing to do so can result in a breech of contract and the company could possibly face legal problems. These contracts usually contain constraints and consequences if the instructions are not followed. Positive – if result is not made legal action can be taken. Negative – contractual obligations can scare some companies and give fewer options. The contract to the right is also a contractual brief. This is shown as in order to complete what they are asking for specific guidelines must be met which are outlined in the brief.

Commissioned Brief A big media company will employ other smaller ones to create products for them. After the product has been made the company may use the product for external clients who pay the company. The brief is not negotiated between the company and client however it can be negotiated between the two companies. Positive – many productions can be made due to the fact multiple companies can be employed. Negative – A lot of management has to be done with the multiple companies possibly employed. A commissioned brief is to the right which can be identified by it being not negotiatedable and employing other smaller companies to create products.

Negotiated Brief This is when two sides have different ideas and meet in the middle. The are almost always negotiated briefs between clients with a final brief a compromise between the two. Positive – possibly a better product could be made as having two sides working together can give different ideas. Negative – arguments could in ensured from creative differences. Negotiated brief are obviously because the brief is changed through the negotiations. An example can be seen to the right.