A brief is a document created by the client meant for the media agency. The document briefly explains the background of the company their objectives for the media campaign, their target audience and an insight and strategies to be adopted in reaching the audience plus the budget they have.
Different Types Of Client Briefs In Creative Sector
A formal brief is clear and a precise document. Which tells the client about an aim or an objective of campaign or what targets need to be achieved. It is direct does not contain more than needed or excessive information in it. Formal briefs cannot be changed.
They are just opposite of formal briefs. Informal briefs are pretty much expressive, debateable and open. The client discusses the brief with production heads. It might be in a café or restaurant, notes are taken while the conversation. The production heads can alter or add something in the brief too and come up to an agreement.
In this type of brief the client hires two or more than two production companies to work under the same brief together to get the work done.
In contractual brief, the client gives all the instruction and set guidelines to the company and a contractual agreement is signed by the company.In case, of breach of an agreement production company might face a lawsuit.
A negotiated brief occurs when the client and a company negotiate about a certain idea and come to terms with it. This brief might exist between two production companies working under the same brief and might change the idea.
This is when a large media organization hires a production company to produce a program for them. The client can give this product to another client however royalties would be paid to the production company which made the product.
This type of brief a production company is competing with other production companies as the brief is accessible for different production companies. The client then judges and selects the project of the production company which they like.
The client advertises their brief and different production companies can pitch their proposals to the client. The client then chooses the best proposal and hires the company to proceed the objective.
How to identify and meet the requirements specified within a client brief.
The brief is an important document between the client and production company. It is like an assignment laid out for the company. A good client brief has the following information in brief so that the client can meet the objectives of the brief.
Background of the client
This gives a small summary about the company and the product it makes plus at what stage they are now at .The objective or the goal the client wants to achieve is written here.
What do they want:
The Brief carries an explanation of their idea that they want to impart. It explains the theme, story and what they want to see in a film. It also has guidelines and information ,what should be included in a film like featuring a current celebrity.
The target audience or the demographics is a particular set of a group the product of film advertisement is aimed at. The client has to make a product keeping them in mind research and surveys can be done for that.For example, the target audience of barbie the fashion is 3-11 years old girls.
When does the clients the project to be completed the due date of submission.The production company can plan a time frame to for each phase of the project and any critical dates and execution of an action or key milestones.
How to negotiate the brief with a client.
Goal and objectives
Before you begin any negotiations It shall be clear enough what are your client’s objectives; Questions like what is their major goal and what barriers they might be facing towards it and who are their competitors.
Stack pitches to the client:
Present your different ideas to the client and how a certain pitch would suffice a different audience.Demonstrating different pitches would give you the edge to understand the clients brief and you can bring greater depth into it.
Budget and finance:
It takes a lot of effort, practice and art to gauge client’s needs and their budget and then negotiate a point where both parties are satisfied. If the client is not willing enough to pay your price you have to be confident, stick to your point and sell them the value of your work. You have to make them believe that they would get a brilliant product at the price you are offering.
Plan out the meeting schedule with the client beforehand. Where would the meeting be held and how much would be their duration and who would book it. If you are off on certain days it shall be discussed with the client previosly.
Ask the client the delivery date of project and the time frame for each step in the process.
Make sure you and your client are in agreement with the due date of the project and the contract clause for the missed deadlines or late payment.
Research and anticipate obstacles
Run a question answer session with the client about their business and what obstacles they are facing or what troubles did they face regarding a brief and ex-production company and how could you satisfy them.To work smoothly in a flow identify who are the decision makers and what are their criteria for approving of a project.
Explanation of the planning required to ensure that all requirements are met.
This is a stage before pre-production. An initial script is written contains the main idea.
Pre-production is a planning stage for the actual production work. It comprises of a story board, script, production schedule. Cast list, Call sheet, crew members, permissions, and bookings.
The script is an art document which emphasis on the genre, characters and story of the pitch.
It is the graphic or visual representation of images coming in sequences for the purpose of filming.
A contract signed by the actor hired by the agency. It states the price and duration of working with an agency and a set of guidelines to follow for the actor.
It tells the numbers of characters in the story, who would be playing them.It includes their contact number and addresses.
Call sheet is the document which gives the detail of schedule of filming and which particular cast and crew members would be required at what date time and place.
The permission and booking of a location for filming at a certain place with time and date and duration.
It is a form that shall be taken into serious consideration. It entails the details of risks and hazards that might be present on the location and what precautions shall be taken to avoid any incident.
Prioritise your tasks and a lot budget to each step or task.
The Importance of working with your client and delivering the product on time and within budget.
Working and involving people on broad media projects is not a simple task but if you understand and engage with your client well then tasks do become easy and your productivity and creativity is groomed.
It is the most important skill in managing a project. If the client‘s product is delivered on time and under the agreed budget it gains a positive and consistent impression for their work and name.
Working with different clients gives you a lot of understanding or wisdom in dealing with different clients and identifying their needs which later helps in accomplishments of tasks.
Building a profile:
Satisfying your client builds a good media profile and it might get you noticed by government and VIPS which might take you as opinion makers.
This is the most valuable skill in media .effective communication brings effective results and reduces barriers and differences. To work with a huge team from pre- production to post production communication skills play a crucial role in understating and delivering the right product on time.
Controlling the time and budget
While initiating a project one has to be focused and careful whether it is systematically planned or not. Goals and time allotted to each step shall be realistic. Try to look and and anticipate the future what jobs and skills might be required to fulfill a job.
Make budget on excel and prioritise stuff and methods .Make sure you take the client in confidence and show them the deals that you have and what quality of a product would they gain under a certain budget. Meanwhile, mange a production diary which specify development activities so that you can manage the process.