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The requirements of working to a brief Flipbook PDF
The requirements of working to a brief
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The requirements of working to a brief A brief is when you converse with a client about piece of work they wish for you to complete before the project itself begins. This can be done in the form of a meeting, presentation or a written letter. During a brief the client needs to provide details of what they want the outcome to look like, as well as key details of what they want included, when they need it for (deadline), how long they wish for it to be, etc. 1 Commissioning in Media You can be commissioned for a piece of work by an individual or a company, they will ask you to produce work especially for them and in return you will get paid. Commissioning is a good way to get recognised for your work and to get more of it. 2 Tender Brief A tender brief is where a client will send out their brief for companies to view, this mean they will have a variety of pitches to look at and see what companies have to offer. With this they are then able to choose to work with who they think will be the most suitable. However, with this method it can be a waste of a company’s time to put together a pitch and not have it selected. This mean some companies may be put off from submitting as the time wasted may also cost them money. 3
Formal Brief A formal brief is usually a written document, which contains information relating to what the client wishes to achieve. It is very straightforward and to the point, meaning there will not be any unnecessary information to waste time with. 4
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http://www.intvgroup.org/userguide/intv-in-practice-the-media-buying-process/ https://www.vocabulary.com/dictionary/commission 3 https://camerongregorymedia.wordpress.com/my-college-work/working-to-a-brief/structure-ofbriefs/tender-brief/ 4 https://www.slideshare.net/veggieburgers4lyf/different-types-of-brief-16919081 2
Informal Brief This type of brief is seen as less professional because usually the briefing is face to face and does not require any form of written documents. The brief will not include as many guidelines as a formal brief, this means those working on it will have more reign to do what they think would work best and even the deadline itself could be more flexible. However, a lack of detail could make the process slower and therefore more time consuming. 5 Co-operative Brief A co-operative brief is when two or more companies may be employed to work on the same task. They will complete the task in a group, which could promote good social skills and a closer work community. However, it could also end up with them clashes and disagreeing with ideas which could potentially prevent them for meeting the deadline. 6 Negotiated brief A negotiated brief is where the people involved such as the media company may have a disagreement or an issue with the brief they’ve been given. They will then negotiate with the client on ways to overcome these problems and try to stick to the guidelines of the brief. 7
Responding to a brief The overall task of this corporate brief was to create a promotional video for MESH (The Cutting Hedge Project). We negotiated with the client (Julie Woods) when it came to certain aspects of the brief to make sure what they wanted was doable and good quality. Our class decided to split up into groups to sort out who would work on different aspects of the brief. This was too make sure everything was completed efficiently. My role was to come up with interview questions, and interview people involved with MESH. This work can be found on YouTube under ENbtecmedia.
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https://www.slideshare.net/veggieburgers4lyf/different-types-of-brief-16919081 http://creativemediaatjt.blogspot.com/2013/03/co-operative-brief.html 7 https://prezi.com/s6w7vczkbbh6/negotiated-brief/ 6
However, for the Depict brief we were given set rules to follow and could not negotiate any of the terms. This was because Depict is a short film competition, for this we all had to be in small groups and create a 90 second video clip. In my group we decided to make a dream like sequel.
Reading a brief When reading a brief, you must take note of essential information such as deadlines, the style they wish for it to be done (video, presentation, etc.) and any other important details. However, some aspects of a brief can be negotiable like what the client would like included (the content). Although it does depend on the flexibility of the client.
Negotiating a brief When negotiating a brief with the client you must remember that ultimately what they say is final. With some clients they will trust your judgment and be more flexible to changes. You must also be aware of certain legal and ethical considerations that may cause problems when carrying out your task such as, filming or interviewing people. In these cases you must make sure to read over everything clearly and have procedures set in place in case they are needed (for example copyright, use of language, filming with consent). When we negotiated with MESH, we were given a fairly light brief with barely any restrictions allowing us to speak our ideas and have lots of creative freedom. This meant when it came to representing MESH we did it in the best way possible and showcased exactly what was wanted/ needed. In terms of a deadline, we had been given quite a short time frame to complete everything by. Our brief with MESH was a non-contractual agreement, and instead was an informal meeting, which meant more negotiation and co-operation was needed.
Opportunities Most people will respond to a brief because this gives them the opportunity to get more work and in turn gain experience. This can then mean they get more work offers due to their extensive portfolio and experience with briefs. For me, this project gave me the chance to work solely towards pleasing the client, rather than for my own benefit/ grade. I became more aware of working with another company to produce the best quality footage possible for their brief. This meant learning how to set up interviews in a professional manner, making sure the interviewees where comfortable and making sure the camera was positioned correctly for the best angle whilst taking into consideration the lighting/ audio equipment. As a group we work cohesively in the preproduction stage, setting up the equipment and with the editing. By working like this we were all able to take away more knowledge and understanding of the equipment and editing process.