2.2b Client Brief Formats

A client brief is a way for a client to explain what they need from a media product. It sets out the goals, expectations, and any important constraints that the media team must follow. Briefs can come in different formats depending on the client and the type of project.

Formats of client briefs

There are several ways a client might deliver a brief. These are the most common formats:

• Commission – The client officially hires a media company or creator to produce something, often based on a short description or project idea.
• Formal – A structured and detailed document that includes specific instructions, deadlines, target audience, and requirements.
• Informal – A less structured brief, possibly delivered by email or conversation, with key points explained more casually.
• Meeting/discussion – The client gives the brief in a live discussion, such as a video call or in-person meeting. Media teams should take notes and confirm understanding afterwards.
• Negotiated – The client and media producer agree on the brief together. This format allows discussion about what is possible within the available budget, time or resources.
• Written – A brief sent as a document or message, which may include goals, format, content ideas, deadlines and budget.

What should you do with a client brief?

Once you receive a client brief, your job is to:

• Understand the requirements – Read or listen carefully to the information provided.
• Ask questions – If anything is unclear, confirm details with the client as soon as possible.
• Take notes – Especially important in meetings or informal conversations.
• Use the brief throughout the project – Keep referring back to the brief to make sure your work meets the client’s expectations.