Client Briefs

Client Brief-

Types of brief-

• formal (exam format)

- written brief
-technical language (media language) specific language (what we need to make)
-focused in depth (detailed brief- deadlines, budget, requirements)

-majority of briefs in this format.

• informal

-wont be written down (just spoken instruction)

-issues, no detail, mistakes can be made easily

-none or limited document support

-no specific information, more room for interruption and more room for confusion

-no direct contractual agreement

• contractual (formal)

-tasks are accepted under legal obligations (signed document)

-written and clear, clients desires and deadlines are outlined and must be met 

-both client and producer must abide by the brief.

-client can get what they want and they have legal protection for their money back 

-payment guaranteed for producer, and clarity on their work.

• negotiated (formal)

-both client and producer make the decisions 

-can negotiate payment, time frame, creative input, penalties for late work, budget, deadlines, milestones for each part of the project, deposit payments and completion payments.

-through negotiation brief is altered

-client makes final decision

• cooperative (formal)

-popular in TV or film

-two or more companies work together to make production (co productions in film)
-budget, being able to make it even between work focus
-different values and opinions and visions
-contrasting creative input

-example- Disney and pixar

-advantages, smaller companies working with bigger ones increasing man power and budget 

• tender (formal)

-putting a brief to a variety of producers who then negotiate and pitch for the job

-similar to interviewing companies

-helps find better prices and good work and offers

-see the difference in quality of work 

• competitive (formal)

-brief is advertised to multiple producers

-no pitch made, you make the product

-no payment, its just the client picks the best one

-the reward is getting your work published

-e.g.- 500 word stories the BBC do is a competitive brief

-not used in professional settings

• commission (formal)

-media company employs independent company to produce it on their half

-the brief is not negotiated between media company and employer

-the commissioner might negotiated the brief with the client

-the independent company is paid

-example- channel 4 (media company)->Endemol (commissioner) 

->charlie brokers zeppotron (producer) -> Black Mirror (product)

 

Factors that could impact potential project management-

• explicit requirements- clearly written in the brief
• implicit requirements- implied in the brief (available of all platforms- must be on apple and android)
• requirements that are open to interpretation 
• constraints (time, budget, creativity)

Client Brief Summary

why do clients write briefs?

Better work- Clients write briefs to give producers clear ideas of where they are and where they want to get to. A written brief makes understanding the clients needs easy to see, thus making the work load more laid out and planned, leading to more accurate results; it also allows for a contract to be formed between client and agency. 79% of clients agree you cant produce good creative work without a good brief. By having a clear brief it can stimulate creativity rather than restrict it and by communicating with your producer, clients can discuss and learn new creative view points, over all improving their work. If an agency's is inspired by a brief, they'll produce better work.

Saving time and money- by making a clear brief there will be less mistakes later on, meaning less time wasted redoing tasks that could have been completed first time with clear instructions. Both client and producer agree that time constraints are the biggest downfall of inadequate client briefs.

Fairer Remuneration- In your brief you need to lay out clearly what sums of money will go into what aspects of the product and personnel. Often having agreements for the completion and payment of each objective or milestone reached increases the compelling nature of the brief. There needs to be a set a clear, in depth scale on how much money can be used at each mile stone. By settings success criteria for each department of workers you can see how much remuneration they deserve based on time and work they put in.

The principle behind a good brief

written briefs- The majority of clients and agencies agree that a combination between formal brief and verbal is the most ideal, allowing for communication can let new opinions and ideas into the project, improving it overall. By starting with a written brief to put out the clear ideas and concepts, it can then be discussed and altered between producer and client, creating a unison. A written brief helps producers stay organised and focused, allowing for each stage to be clearly set and easily achievable. You can also have multiple agencies on one project, so a written brief between all ensures they all grasp the same concept and ideas about what is expected of them.

clarity of thinking-The brief being long a detailed means nothing is it doesn't make sense, meaning in order to create focus you need to be clear and concise with all the information. Allowing discussion of ideas can be beneficial, as if the brief is somewhat confusing you can explain your vision in person. A brief should be short and to the point, otherwise key objectives and time frames could be missed or lost.

Clearly defined objectives- ultimately the point of the brief is to communicate your ideas of what, when and how you need something produced. One way you can make sure objectives are clear is through words like 'because' and 'to' as your explain exactly what and why you need something done. You need to explain exactly what you need to be created in order to inspire producers; the majority of producers agree that a good brief has clear milestones and clearly defined problems, allowing them to find a solution.

What a good brief should contain-

1. project management- Having basic facts for the project stated, E.G. date, project name, project type, company, brand name, client team names, agencies.

2. where are we now?- the current position of the brand, including any key issues and problems. Also talk about your resources going into the project, distribution, manufacturing etc.

3. where you want to be- explains where you aim for this project to take you, showing that you have a business plan and setting achievable goals. This includes outlining clear objectives to get to that position such as sales, usage, image, awareness. customer profile.

4.what are you going to do to get there?- Having a marketing or campaign strategy. Define each milestone and objective in the brief in order to reach your goal.


5.who do we need to talk to?- target groups need to be chosen and defined. The producer must agree that what you're pushing will attract your target audience.


6.how will we know we've arrived- establish what the end product should look like so that the producer knows whether they've finished or failed.


7. Practicalities- budgets, you need to be up front with the sum of money you will put toward this and how much you're willing to go over if necessary. You can ask for the producers recommended budget to achieve goals. Timings, same applies, set out your times clearly and ask for advice on how long they think the product will take.


8. Approvals- Names of those in charge who have the over all authority over the project should be given.