UNIT 5 - Investigating briefs in media

Investigating briefs in media


Contractual

 A contractual brief is an agreement/legal document kept between a company and a client, it outlines the companies duties and how the company organises their work. It is a document which explains the expectation of the client, the price they agree on and the payment terms. These type of agreements are kept so that when the advertising agency signs the contract it is their duty to start work on the project and deliver their services. An advantage is that it gives the company an idea of what the client and company want to achieve. Whilst also trying to achieve a stable price range. Where the client and employer would agree on a set income with the employer through the contractual brief. This brief is a legal document which means for example an actor and film company are legally bound to follow all the outlined guidelines on this contract. A disadvantage of this could be that the the contract is too restrictive to a clients needs, or vice versa a clients needs may be too difficult or "unrealistic" for the company to complete. Once the signature is out down it is the companies duty to fulfil that contract and complete the outlined details with their services.


Negotiated

 A negotiated brief is where a company and a client may have a disagreement or a possible issue with the assignment brief that they have been given. they then negotiate a reasonable outcome which suits both parties in terms of both of their interests whilst sticking to the interests of the brief. An advantage of this can be that it helps the production flow more smoothly and in effect gets things off to a start quicker, if both parties are pleased then everything can run smoothly and is a way of overcoming any issues. They could also come to an even better idea within the brief to help along the road of the production. An example can be seen if a production company want to change the role of their client and the client may want to do a different role. An example can be seen in 2012 when Apple had taken Samsung to court for going against Apples Patent. Samsung had been told to pay an estimated $1Billion, however after a negotiation they had reduced the amount to $600Million, this was then negotiated to go down lower. This suited both the companies requirements after coming to a set deal. A disadvantage f this is that the negotiation may take a long time as it is a very long procedure, this slows down production rate and effects the sales. This can become a huge problem and risks the hazard of the entire deal being put off.

 Formal

 A formal brief is where a production company is given a brief by the client that details the product they want produced, the content of the brief is agreed between the two parties beforehand and details only what is wanted within the production and nothing else. A formal brief often doesn’t cover legal issues within the brief and therefore can be risky for the client if the production company were to not conform to legal guidelines. A formal brief can be negotiated and used within larger groups and audiences; this makes it more applicable to large production teams than a contractual brief. An advantage of this is that it is very straight forward and easy to read so the client understands and gets all the specifics of the brief. This is important as clients need to know what they are receiving from this service. Another pro to this is that the contract can never be changed so the client would not have to worry about any new ideas in the contract just the ones that were agreed upon. However this advantage can become a disadvantage to both sides. If one party wants to add in a idea which would benefit both the client and the company then they would not be able to do so as the contract cannot be changed.

Informal

An informal brief is one that is agreed entirely through informal discussions between client and production company, therefore there is no written evidence of a brief being agreed at all. As a result of this, an informal brief is based purely on trust between the two parties to uphold their end of the agreement. In order to form an informal brief the parties will have numerous quick meetings to discuss what each party wants, notes will be made so that the production company knows what they are doing before the parties agree verbally on all decisions discussed, a handshake may be shared between the client and production company to show the bond of trust. An advantage of this would be that this is very informative so it is very specific, meaning it would not miss out on any key details that the client may want to hear or be informed upon. A disadvantage would be that there is no contract involved, meaning that the company can add in any technicalities is not the production without the clients permission, furthermore the client can do as they please with this as there is no legal fixed term contract involved


Commission

 A commission brief is when a large media company or industry hires another independant media company and gets them to work and be the production team for them. An advantage of this is that the independant company would be getting paid for this so they will be making a profit off of this every time the production is sold or broadcasted. They would also get revenue fir this maybe as their credits would be mentioned at the end leading more large companies to come to them for support. A disadvantage is that this negotiation is between one media company to another not just one client, so there may be many disagreement or ideas going everywhere.

 Competition

A competition brief is where it is open to every single production company to come up with an idea, the company with the best idea get to be the production team behind the actual project. For example RSPCA do competitions every year to see who can come up with the best commercial for their campaign. This is suitable to this as many media companies know they can get profit off of this so they get a good amount of deals coming at them. A disadvantage of this is that the losing teams do not get any profit of of this and they may lose time doing all the production work.









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