Client Briefs

Formal/Informal:

• contractual
• negotiated
• cooperative brief
• tender
• competition
• commission

Exam will use a formal brief, which will be needed to be written down in full detail and explanation which subject terminology.

Informal brief have very little detail and gives a very grey subject on what is needed to happen, as well as that there is no contractual agreement, leaves more room for interpretation and confusion.

Contractual brief have legal obligation where the client's desires and deadlines outlined must be met, both the client and producer must abide by the brief, clarity is also specified and if it isn't met then legal action may be taken, Legal protection for both parties.

Negotiated brief, both the client and producer make decisions, through negotiation such as:

• Time scale
• bonuses&wages
• creative input
• Budget
• additions & subtractions
• milestones
• upfront & completion payments

Co-operative brief, where two or more producers or production companies work together to complete a task and problems can occur such as:

• Budget
• Creative input
• Values
• However smaller companies can work with bigger companies which can increase positivity and recognition for both companies.

Tender brief, it is when several prospective contractors provide and estimate costs and a description of how the product may be produced, the proposals are discussed by the commissioner and one of the tenders drawn. Different prices can be seen in the market, and see what is offered in the market.

Competition brief is advertised and multiple media producers, which they don't have to pitch, different producers create different products, reward is often just the prospect of getting your project published or distributed which no financial incentives the majority of the time and isn't generally in a professional setting.

Commissioning brief is when companies employs an independent company to produce a product for them, it is negotiated between the producer and the commissioner, however the commissioner might negotiate the brief with the  client, the independent company is paid and may receive royalties.

• explicit requirements- clearly written in the brief
• implicit requirements- implied/suggested 
• requirements that are open to interpretation- creative input
• constrains- problem that can be brought on from the brief

Period 3 work:


Why do clients write briefs?


1. It is better work: it is considered a platform of communication, it is more likely that specialist and creative thinkers in agencies are able to show that they are capable to solve needs and problems. It is very important as it is essential to help everything flow and to help find the best document for what is required.


2. It saves time and money: A clear written brief can minimise and maximise the chances of  a 'right first time' agency response to client. both agencies and clients say that 'time pressure' is the main reason for inadequate client briefs.


3. fairer remuneration: Increasing prevalence of a PBR (Pre-budget report) component in so many remuneration agreements is another compelling reason for writing a proper brief, the scale of the project will dictate the depth of the brief  and will be more detailed than an average one. Briefs that include  objectives and success criteria are foundation stones for accountability and demonstration of multiple media.