Working to a

Brief pt. 2
CREATIVE MEDIA SECTOR
Work in groups to:

Plan a response to either the Nike of H&M brief. Discuss and

note down ideas, write/draw up your initial idea in response
to the brief you have been assigned.

Individually add a new subheading to your Project 2 page on

wix... 'Responding to a Brief'

Under your new subheading document and visualise your

ideas and response to the brief you have been assigned. This
section should show the development of your ideas including
the following:
1. Overview of your campaign video idea
2. The purpose of the video
3. The audience you will be targeting
4. The resources such as talent, costume, props, locations &
specific kit you will need to create your idea
5. A rough indication of how much your idea will cost to
make
6. Production time i.e. how long you will need to produce the
final video
What information do we
need in a brief so that we
can respond appropriately?

- Overview of project
- Background Info
- Purpose of product
- Key messages
- Target audience
- Brand identity and values
- Tone
- Budget
- Timelines & deadlines
- Point of contact
Example
Reflection

Under your ideas development in response to

either the Nike or H&M brief...

Write a structured reflection of how

easy/difficult it was to develop a response to
the brief you were assigned.

Consider:
- Details/information included in the brief
- Teamwork - communication? support?
engagement/commitment?
- Time constraints
- Your skills and knowledge & how these
limited you or helped you
- Research - how much did you conduct?
was it enough?
- Inability to communicate with the client
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

A. Competition vs. Contractual

B. Tender vs. Commission
C. Co-operative vs. Negotiated

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Contractual:
Pros - complete clarity on what is expected of
them, guaranteed to get paid & most likely given a
set budget
Cons - the brief can be quite controlling, client
may wish to be on board the production more
than you would like & you have to meet all criteria
to keep a good reputation

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Competition:
Pros - you receive a prize & obtain positive
exposure in the industry
Cons - no guarantee of success so can feel like
wasted time & money if you do not win

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Commission:
Pros - getting paid & also making valuable
connections
Cons - under a lot of pressure to please the
commissioner & accountability

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Tender:
Pros - opportunity to make valuable connections
for the future & if you win over your competitors
you are guaranteed payment
Cons - no guarantee of success so can feel like
wasted time & money if you do not defeat your
competitors

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Co-operative:
Pros - share the workload & resources, more
ideas, more skills & money available, share
accountability
Cons - may have different visions & have to share
profit generated

Add these notes about the pros & cons of different briefs to
your wixsite
Add this subheading to your
Project 2 page
Pros & Cons of Different Types of Brief

Negotiated:
Pros - more flexibility & creative freedom,
opportunity to negotiate pay/budget
Cons - may have difficulties coming to
agreements & compromises may not always go in
your favour

Add these notes about the pros & cons of different briefs to
your wixsite
Food for thought...

Although we have looked at the different types of brief

individually, it is important to also acknowledge that there is
usually a crossover in the real world i.e. hybrid briefs

For example: A negotiated brief can develop into a contractual

brief once negotitations have been agreed and finalised
 What process 01 Highlight the key information & criteria

should we follow
when we first Conduct relevant research into
02 brand/client/product
receive a brief in the
industry?
03 Research the audience

04 Research the market

05 Begin ideas development

06 Finalise ideas in preparation for pitch process

Clarify any queries with client...
What questions may we
need to ask the client when
responding to a brief?
What questions may we
need to ask the client when
responding to a brief?

- budget
- pay
- audience
- distribution
- timescales
- access & permissions
Formalities...

How would you define a formal brief in comparison to an

informal brief?
 An informal brief is often in a verbal capacity;

Formalities the client will verbally or very briefly outline what

they want producing and you as the producer will
verbally agree/disagree and possibly make
Informal suggestions too

Advantages: - these types of brief can give you

slightly more freedom as a producer as there is
no formal, detailed outline - there is less legality
involved as they are often verbal, so the client
cannot hold you to account on certain aspects of
production

Disadvantages: - It can be difficult to produce an

effective idea without formalities - The client may
go back on what they originally agreed, and as a
result make your life more difficult with regards
to content, budget, ownership rights etc.
 A formal brief is where a production company is
given a brief by the client that details the product
Formalities they want produced, the content of the brief is
agreed between the two parties beforehand and
details only what is wanted within the production
Formal and nothing else.

Advantages: - these types of brief can give you a

clear, detailed direction for the project
(minimising crossed wires/confusion) - they can
help protect you in a legal situation

Disadvantages: - If you do not meet the

agreements of the brief you may find yourself not
getting paid in full or maybe not paid at all - You
can be held to account for legalities of a
production (because there is evidence of formal
written agreement)
 Your Task:

In pairs...

Write a competition brief for media students to enter

Consider:

- the tone of the brief

- what information you will need to include
- the layout & presentation

Upload your competition brief to your Project 2 page