Client Brief

What is a brief? 
An overview of what is wanted/ expected of you. Offers you information about what is required.

Brief.

A brief is a document/ request outlining what needs to be produced- the requirements.

Types:

Formal- based on a schedule meeting between client and producer. Client outlines their requirements for the product. Written documentation is provided for the meeting setting out the rules and regulations to be followed. The meeting allows detail to be looked at and follow up meetings to be arranged. Also done by video conference.

• Advantage: detailed, every detail can be discussed
• Disadvantage: time consuming, initial meetings aren't paid

Informal- The client will discuss their requirements during a telephone call. There will be no documentation provided, with the  client and the producer coming to a verbal agreement about the product to be produced. 

• Advantage: quick 
• Disadvantage: no documentation, no proof of agreements

Negotiated- The client and producer work together to develop a brief for the project and digital media product. Discussions take place where the various aims and objectives are agreed before anything is formally written down.

• Advantage: have input for the brief
• Disadvantage: time consuming, lots of back and forth

Contractual- the brief is outlined within a contract of employment.

• Advantage: legally protected
• Disadvantage: cannot alter the agreement

Tender- A client publishes an ad making clear they need a media product to be created, and requests bids from production companies. Production companies then send in their brief or pitch in response, detailing estimated costs, timescales and how the product will be produced.

• Advantage: variety of ideas and creativity
• Disadvantage: difficult for those pitching, there is more competition

Commissioned- A client hires a separate independent media company to create a media product for them. The media company will do their own research, create a proposal and do the planning for the project. The product will be developed based on this. A commissioner from the client oversees all of this. 

• Advantage: good relationship
• Disadvantage: no input from your team, fixed 

Elements of a good brief:

Clients aim

Clients audience

Products USP and assets

Desired platforms

Budget

Deadline