Structure Of Briefs

In this essay I will discuss the various types of briefs as well as researching into existing examples within the media industry. In doing so I will consider the pros and cons of each brief in relation to the client and the producer or production company.
Contractual

Definition

This is a legal document which exists between an employee and a client. This type of brief usually requires a signature from both parties of the contract. One advantage to the client is that the document is legally binding, so any breach of contractual terms by the producer, allows for legal action to be taken against them. On the other hand, the producer also benefits from a contractual brief as it is a legal document meaning it is trustworthy for the client and puts their mind at ease, as they will know that the producer must comply with the terms of the contract. 

Negotiated

Definition

This is where a brief has been issued by the company to the client, and negotiations take place in order to find a way of working around it, while still sticking to the guidelines of the brief. There are many advantages and disadvantages to negotiated briefs, however there are more advantaged than disadvantages. One advantage to the producer of the advert in using a negotiated brief is that they can understand what their client wants in more detail through negotiations with them. An advantage to the client here would be their opportunity to However, a disadvantage to both the client and the producer is that the problem that has occurred could end up not being resolved, meaning time is wasted which can hinder the patients of the client to continue working with the producer. 

Formal

Definition

A formal brief is another type of brief used in the media industry. It again involves a production company (producer) and a client. The brief entails details of what the client wants the producer to execute within the production and nothing else, this is usually agreed beforehand. The difference here is that the brief doesn't cover legal issues. Therefore, one major disadvantage of formal briefs in that it can be quite risky for the client if the production company were not to conform to legal guidelines. Another disadvantage is that once signed the the contract cannot be changed in any way, this makes it difficult for the production company as it means they would have to stick to the original idea (or parts of it) and continue with it regardless of whether a new idea arises. On the other this could be a benefit to the client as they would save time from having to negotiate with the producer on whether the new idea is good or not.

To the right is an example of a formal brief which shows the company 'M&C SAATCHI' and the brief they got given from Arthritis Research UK. As you can see from the first page of the brief there are various boxes describing what the company want the client (M&C Saatchi) to produce for them, giving specific ideas that they would want the advert to include, there is also a factsheet which gives the producers some general information about arthritis. 

Informal

This type of brief differs slightly from the others as it does not involves signing any documents or contracts. The agreement is simply made orally  typically over the phone or face to face. This makes it not a professional type of brief. The agreement would for example include a wedding  or engagement party that the client wants the producer or filmmaker to film. This type of brief is advantageous for the client because they are able to feel relaxed while putting across their ideas, if this was formal or contractual for example it would feel more straining to the client. Also, similar to the client, a producer would also feel relaxed and at ease while receiving the information from the client, not least because they obviously have a heavy duty resting on their shoulders. A disadvantage to the client would be that they may not take the production company serious enough because of the fact that it is an informal negotiation. The lack of assurance from the client could also hinder the working relationship between the production company and the client.

Commission

Definition

Commission briefs are not as common as the other types of briefs as they come about from the client seeking the work of the filmmaker/production company, from having viewed their previous work. This is a set budget and usually remains the same. Thus an advantage of this for the client would be that their idea is already thought of and they know the work they will receive would be of good quality as aforementioned (by the producer's previous work/experience). The producer will also benefit as their work with the client will not only earn them cash,  but also some publicity along the way. This will give them an opportunity to escalate to bigger more recognised companies with a potential to work for them full time. Assuming that the client has paid the producer to carry out the work, a disadvantage for them would be the loss of money from the commission, if the producer's work is not of the standard needed, or outlined in the initial brief. 

Competition

Definition

Competition briefs are open and accessible to all production companies participating in the creation of the product, this is so that they all get an equal idea of what the client wants. Each company will completes their own brief, outlining their ethos. Once all participants have finished the client will judge them all and decide on one which they will then publish. An advantage to the client would be that they are able to be flexible as there would be more than one producer/production company for them to decide on. This will also benefit the producer as they would feel encouraged to produce a due to the competitive nature of the process.