The document defines and discusses different types of briefs used in advertising and media, including contractual, negotiated, formal, informal, commission, tender, co-operative, and competition briefs. Contractual briefs are legal agreements between companies and clients detailing duties, payments, and terms. Negotiated briefs involve compromise between parties to reach mutual agreement. Formal briefs precisely define goals for groups or businesses, while informal briefs use face-to-face meetings for shorter discussions. Commission and tender briefs involve independent production companies and developing project ideas. Co-operative briefs focus on customer service through teamwork. Competition briefs require competitors to fully complete project requirements, with the best chosen.

1. Types of briefs
Type of brief Definition My understanding Skills learn’t
from working to
this brief
Contractual A contract brief is between the
client and employees. The
contractual brief explains the
duties required and how the
company's schemes works. It
explains how much the
employee will receive. It
includes areas such as what the
employee is agreeing before
signing it. A contractual brief
must also include the general
liability insurance. It is a legal
contract between advertising
companies and its client which
describes the duties required as
well as the price and payments
terms.
I understand that
this brief is a legal
document that is
between the client
and company. It is
a brief that must be
signed and copies
are made for the
client. This type of
brief is permanent
and will state the
duration of the
agreement.
Skills learnt
when working to
this brief would
include:
- Work as a team
- Work to
guidelines
- Some work will
be done
independently

2. Negotiated
This is when two parties have
different ideas from each other
but they both have to come to a
decision by compromising and
making sure that both the parties
are happy by the decision.
I understand that this
brief is more of an
understanding type
of brief. Both parties
can put as much
input as they would
like and both come to
terms with the final
agreement.
- How to work
another
member of
staff
- develop an
important
opinion
- presentation
skills
Formal
A formal written document
containing specific and precise
details about the goals that needs
to be achieved. The brief gets
straight to the point and doesn't
contain any unnecessary detail
or information. This type of
brief is mainly aimed at a group
of people or a business company
rather than individuals. A formal
brief is not always a legal
document.
This brief is a shot
informative brief. I
understand that this
brief is usually
presented to a group
of people and is
usually used for a big
company, an example
would be an
advertising company.
I realize that this
brief can be sent
through PDF files.
- Professional
software use
- Time
management

3. Informal
This type of brief is done face to
face through a meeting, all
aspects of the brief must appeal
to all members from the client
list, the advantages of doing an
informal brief is that it can
create a relaxed environment
and their be created a lot
quicker, the disadvantages of an
informal brief is that it can be
seen as unprofessional and
unclear.
In comparison to a
formal brief, an
informal brief is done
face to face. It gives
the clients and
employees an
opportunity to
understand exactly
what they have to do,
however I realise that
this can been seen as
an un professional
and will only be used
for short briefs for
small close working
companies.
- Social
networking
- presentation
skills
- Time
management
- Work
independently or
in a group of
people
Commission
This is when a TV broadcaster,
such as the BBC, employs an
independent production
company to produce a program
for their schedule.
I understand that
before a commission
brief is sent out the
client will research
into detail the types
of people who they
want to employ to
make sure they are
certain they are right
for the company or
product.
- Time
management
- Good work
ethic
- Understanding
of professional
softwares

4. Tender
This is the type of brief you
would receive if you are new to
the company and where you
would develop your ideas
amongst others and from there
the company would decide if
you should be the client. The
advantages are that it is very
relaxed and easy however the
disadvantages are that you may
not be chosen as the final client.
I understand that this
brief is similar to the
competitive brief.
This brief is slightly
different as the
employees can ask
for guidance from the
company whereas a
competitive brief
would have no other
contact from the
company. The only
information would
they would receive
would be sent
through on the brief.
- Presentation
skills
- work well
under pressure
- learn how to
better your
competitiors
Co – operative brief
A co-operative is a group of
people acting together to meet
the common needs and
aspirations of its members,
sharing ownership and making
decisions democratically.
Co-operatives are not about
making big profits for
shareholders, but creating value
for customers – this is what
gives co-operatives a unique
character, and influence our
values and principles.
I understand that this
brief focuses on the
quality of customer
service. The ‘team’
members of this
work together and to
produce the best
value for their
audience.
- comunication
skills
- social
networking
- customer care
service
- better
understanding
of the
company and
brief

5. Competition briefs A competition brief is when two
or more parties participate in the
brief. The best one is chosen so
each competitor must make sure
they have completed everything
that the brief was asking for.
I understand that
this type of brief is
extremely
competitive, and is
used for several
jobs within the
media industry.
- work well
under pressure
- Time
management
- communication
skills
- be able to work
independently
and plan in
advance

6. Competition briefs A competition brief is when two
or more parties participate in the
brief. The best one is chosen so
each competitor must make sure
they have completed everything
that the brief was asking for.
I understand that
this type of brief is
extremely
competitive, and is
used for several
jobs within the
media industry.
- work well
under pressure
- Time
management
- communication
skills
- be able to work
independently
and plan in
advance