Task 1 – Deconstructing and highlighting important areas of sample briefs.
Tetley
What is the structure of the brief? Is it formal, informal, commission, competition, negotiated or tender.
After reading through the brief and considering the content and the way it was presented to the client I decided that it had a tender structure. The way the brief is written is informal and friendly but informative, outlining what they require in great detail. You can also see that this is something that is intended for several clients rather than one individual and that you are invited to take part in it.
Summarise the end product that is required of the brief and demands that this will bring. E.G. Budget, time, resources etc.
Tetley want to capture why ‘Tea is Brilliant’ in either a still or moving image. For the photographic option the shot must be presented as an A4 landscape or portrait with the brand logo or the strapline ‘Tetley. Everyones cup of tea’ which will then be used as an advertisement if chosen. Your own personal camera equipment is to be used. The moving image option is to create a 20-30 second TV advert that portrays the message ‘Tea is Brilliant’ and should feature the Tetley brand throughout or finish with a visual or audio sign off of ‘Tetley. Everyones cup of tea’. The closing date for this brief is December 14th 2007 with the winner being notified by 31st January 2008 and entries are to be posted to Tetleys promotional address.
Can the brief be negotiated? If so how and in which areas? Is it just the end product or can other areas of the brief be negotiated?
No. The brief is very clear in what the company wants and they’re also allowing the client to use the most of their creativity, the only thing the that is required is the promotional strapline ‘Tetley. Everyones cup of tea’ and the brand logo. As this is a tender brief and is aimed at more than one client it wouldn’t be appropriate to negotiate terms of the brief as this what they expect from everyone however if the brief was presented in a more formal or contractual manner than it would be appropriate to negotiate as the contact between the company and client would be more intimate with meetings and phone calls as there would less people taking part.
EntertainXYZ Web Site Redesign
What is the structure of the brief? Is it formal, informal, commission, competition, negotiated or tender.
After reading through the brief and considering the content and the way it was presented to the client I decided that it had a tender and informal approach. The brief is written with quite a laidback, informal approach with information being supplied about their desired target audience and a summary of the project. Although the brief has quite a tender approach it is also informal as a meeting could be organised so that the requirements of the company can be discussed fully with the client.
Summarise the end product that is required of the brief and demands that this will bring. E.G. Budget, time, resources etc.
EntertainXYZ want a complete redesign of their current website as their current site is outdated with it’s information and client list and are aiming to advance their marketing and promotion of the company via the site although their main goal is for the site to be scalable and easy to update. Within the brief there is no mention of budget or a time frame for the work to be done so contacting the company to find these out or to arrange a meeting would be a must. The target audience they’re aiming at include creative, studio and financial executives which they got into with quite some detail.
Can the brief be negotiated? If so how and in which areas? Is it just the end product or can other areas of the brief be negotiated?
Possibly. If a meeting is required then some negotiations about time frames, budgets and the clients pay may be negotiated for example if the company want to any extras from the client then the client would possibly want to charge for their extended services.
Ash Publishing
What is the structure of the brief? Is it formal, informal, commission, competition, negotiated or tender.
After reading through the brief and considering the content and the way it was presented to the client I decided that it fitted the structure of being quite formal. I reached this decision as the brief is worded quite formally, getting straight to the point with what they require, who they’re aiming at and their objectives. The brief also states that it is classified so meetings may need to be scheduled to discuss requirements show case your work.
Summarise the end product that is required of the brief and demands that this will bring. E.G. Budget, time, resources etc.
The company are aiming at college and university students for their student magazine with the readers coming from socio-economic background between the ages of 16-21 and will include content for both sexes. Their main objective is provide useful content for your average student covering social aspects as well as having journalistic input. They require that stories and content are punchy and to the point and are equally visually pleasing with the end product printing on 100% recycled paper in A4 format. They also require the client to project manage the brief, needing a production schedule and meeting pitch deadlines etc.
Can the brief be negotiated? If so how and in which areas? Is it just the end product or can other areas of the brief be negotiated?
Possibly. As the brief is quite formal it appears to be quite strict with what they require and what they’re aiming to do but as it seems that meetings may be needed then negotiations may be able to be made about deadlines and other requirement however this could be seen as unprofessional if it is an extension of a deadline or if you have missed the deadline.
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