UNIT

5: UNDERSTANDING
THE REQUIREMENTS OF
WORKING TO A BRIEF
BY- TANISHA HARRON
WHAT IS A BRIEF?

• A brief is designed for the purpose of giving to producers to give them an

insight into the ideas and opinions surrounding a project that the clients have.
Briefs are most commonly utilised to increase the amount of awareness of
issues that may be relevant or topical. The forms in which each brief could
take are varied and can come in the form of formal, informal. This usually
depends on the type of client.
 FORMAL BRIEFS:
• A formal brief is one in which a client gives to a producer witch outlines specific details of the product
they would like produced. This brief is highly specific and leaves little no room for negation between the
involved parties. The relevant issues and ideas of which the client, producer or crew have, will be
discussed between all parties involved or that the issues it relevant with. The contract that is made is
legally binding, especially the sections based around prices and conditions such as deadlines.
• Once the contract is signed they are expected to follow the client’s idea and create the project to the
conditions stated in the contract. Commonly a formal brief is pretty concise, clear and easy to understand.
The legally binding nature of the brief, occasionally the client will include a list of possible ideas that the
crew can work on. This ensures that the crew doing the production have an idea of what the client is
looking for. It’s important to know that it isn’t always mandatory that you stick to the ideas. With some
contracts there is some creative freedom for the producers and directors to create their own ideas which
convey what the client wants.
• One of the biggest disadvantages when it comes to a formal brief is that an unexpected event may occur
causing the media company to not be able to finish the product to the standards that the company
expects. One such event may be as simple as a lack of information form the clientele. This is why in formal
contracts it is important to keep your client update with the idea so they are happy with the product’s
standards.
• A example of a formal brief would be every time we have a new task, we are given a “written brief” that
explains to us what we have to do for each unit.
ADVANTAGES OF A FORMAL BRIEF

• It ensures that there is a set deadline so you know exactly when to have the product finished
for.
• You have a very clear idea of what the client wants
• You (being the production company) are more comfortable as the amount you are paid and
when you are paid are set, so you can plan your financial life with confidence
 DISADVANTAGES OF A FORMAL BRIEF

• Unexpected issues could arise and make it harder or impossible to hit the set deadline
• It can feel like a burden as you have a deadline and you know you have got work to do
• The ideas and vision of the client’s may be unrealistic either in the time frame or with the media
companies ability
INFORMAL BRIEF
• These are generally a little less professional the normal formal briefs. They are usually not in the form of
a written document; they are just verbal commands. Informal briefs are generally organised through the
client and producer talking to each other in a causal setting whereas a formal brief there is production
meetings. There is an informal agreement between the producer and client. In addition, this may be in
the form of a contract.
• Due to the lack of formality in the brief, the producer has more ‘creative freedom’ over the look and
feel of the product. This allows them to give their personal opinions of the final product as its being
produced, so they can make changes sooner in accordance with the client.
• Example of a informal brief is, During the Brexit Hot House and the NWRC. We were given a talk on
what we had to do in the upcoming week, we were given resources and a deadline, we did not receive a
formal brief.
ADVANTAGES OF AN INFORMAL BRIEF

• There are usually not many contractual restrictions on the project

• You may have more freedom over the look and feel of the project
• The deadline may be more flexible in case something comes up
DISADVANTAGES OF AN INFORMAL BRIEF

• You may get little to no money for the project

• The client may not want to pay you when the product is done
• You are not protected by legal documents
FOUR PROFESSIONAL TYPES OF
BRIEF
TENDER

• A tender is a type of brief that you would find being advertised by a potential client. It helps give a
producer information for them to create a pitch to present to the client on behalf of the company that
they represents. Often, many different companies will be competing for the same tender, which usually
is in the form of bidding. The client then gets to choose whose idea best fits in with the way they would
like their product to be filmed.
ADVANTAGES OF A TENDER

• One main advantage is the fact that the client has a choice of which product to go for
• The client can take into account things such as feel, price and time restrictions so they can
better narrow their search for a producer
DISADVANTAGES OF A TENDER

• A disadvantage for the producer is that there may be a lot of competition for the same project which
adds more stress as they need a better pitch
• The process of picking the production company could take a long time
• For the producer there is a chance of not getting picked, so there may be more time between projects
which could lead to the downfall of the business
CONTRACTUAL

• A contractual brief is a lot more formal than a tender. It is usually based upon employing a media
company to do a product for a client after completing a contract. The client from there will be assured
that the media company will produce a product to their standards and guidelines set in the contract. If
the media company decides to deviate from the specified guidelines, the contract may be broken or
even terminated with the possibility of further legal actions occurring.
•
ADVANTAGES OF A CONTRACTUAL BRIEF

• The outcome for both sides are protected by the contract (money/the product)
• The company has an exact idea of what the product should be
• If the client is upset something isn’t in the product and threatens the company, the company can
reference the contract and state the subject wasn’t asked for
DISADVANTAGES OF A CONTRACTUAL BRIEF

• There can be very little creative freedom for the production company
• Unexpected incidences may occur forcing the client to leave the contract
• If the company don’t produce to the clients standards legal action may be used
COMMISSION

• This type of brief is most likely to be used by large media production companies by employing a smaller
more independent media company. The may try to utilise this smaller company to create products for
them. Most commonly the large company will use the smaller one for external companies which need a
product completed. From there, the small company will be paid the agreed price of the external
company and may even receive a lump sum every time that the product is used. In a commission brief
there isn’t a negotiation between the small production company and the client but there is between
the large media company and the client. From these negotiations the large production company will
discuss the plan for the project and the client’s views to the smaller company.
ADVANTAGES OF A COMMISSION BRIEF

• A lot of the work is completed by the smaller company

• It can give the smaller company opportunities
• Both companies get paid a fair amount
DISADVANTAGES OF A COMMISSION BRIEF

• There could be conflict between the large and small companies if negotiations go poorly
• The small company may not produce a high enough standard product which will negatively affect the
larger companies reputation
• There is not much control that the smaller company has over the product
COMPETITION

• This is a brief mostly consists of a ‘clear product’, has entry criteria and there is usually a judging panel
so that the result of the competition is not rigged. This brief is usually free to enter and are open for all
production companies to take part in.
ADVANTAGES OF A COMPETITION BRIEF

• If won, there is a prize for company

• People can see your skill at the craft
• The company may also have a large variety of products to choose from
DISADVANTAGES OF A COMPETITION BRIEF

• You may put money into your product but not win
• There may be a lot of competition
• The reward mightn’t equal the input