Measurement
London and regional UGC marketplace briefs: a shared request template
Use a shared UGC marketplace brief for London, Manchester, Leeds and Newcastle, with example deliverables, licence wording and employee-pay checks.
Start with the same commissioning request
For marketplace enquiries covering London, Manchester, Leeds and Newcastle, start with a shared production brief. Keep the requested assets, delivery conditions and permissions unchanged. Treat location as a separate question about the work, rather than assuming that a creator's address determines what an offer includes.
Whether approaching creators through a marketplace or commissioning a service business, request a written response against that brief. Use a UGC supplier comparison record to separate production, service work and permissions. Keep alternative proposals distinct, so a different package does not become an apparent geographical difference.
Example shared marketplace brief
The following illustrative request concerns an unbranded household storage box. Use the same request for London, Manchester, Leeds and Newcastle enquiries. A creator brief should make the requested work concrete enough for respondents to identify inclusions, exclusions and alternative proposals without guessing what the buyer wants.
| Brief field | Example request |
|---|---|
| Purpose | Demonstrate opening the box, placing an item inside and closing it. |
| Finished assets | An edited demonstration video and a still photograph of the closed box. |
| Setting | A creator-chosen indoor surface. No attendance at a brand venue is requested. |
| Production | Film the demonstration and photograph the box. Do not add performance claims. |
| Sound | Deliver the video without music or spoken commentary. |
| Review | Send a draft for approval before final delivery. Identify the changes included in the offer. |
| Delivery | Deliver the approved video and photograph. Identify file formats in the response. |
| Proposed use | Publication on the brand's own product page for the demonstrated box. |
| Commercial response | Separate production, marketplace or service work, permissions and exclusions. |
This example fixes the requested actions and finished assets without prescribing a creator's production method. Ask respondents to identify any departure from it. If someone proposes additional assets, a different setting or extra service work, retain that proposal as an alternative rather than silently changing the common request.
Example licence wording for the request
The principal copyright legislation is the Copyright, Designs and Patents Act 1988. Original artistic work, including photography, is protected by copyright. Keep the production specification separate from the proposed ownership and licensing arrangement, and ask for agreement on both before treating a commission as ready to proceed.
The Intellectual Property Office's IP Basics publication advises businesses commissioning third parties to create copyright works to agree who will own the copyright before the work is created. Put the proposed ownership position into the request, rather than leaving it to an assumption about payment or delivery.
Example proposed licence: The creator retains copyright. The brand receives a non-exclusive licence to publish the approved video and photograph on its own product page for the demonstrated box while that page remains published. Paid advertising, resale, sublicensing and other placements are excluded. Any extension needs a separate written agreement.
Specific terms and conditions on which IP is licensed are usually negotiated by the licensor and licensee. Treat the example wording as a negotiating proposal, not as accepted permission. Review usage rights against the intended placement, and ask the respondent to confirm acceptance or identify changes in writing.
Request local attendance as a separate option
The example brief does not request attendance at a brand venue. If attendance becomes necessary, request a separately scoped alternative. Name the city and describe the venue requirement in each enquiry. Do not merge an attendance proposal into the original creator-chosen setting without recording the change.
Enquiry label / Separately requested alternative
- London
- Attendance at a buyer-selected London venue.
- Manchester
- Attendance at a buyer-selected Manchester venue.
- Leeds
- Attendance at a buyer-selected Leeds venue.
- Newcastle
- Attendance at a buyer-selected Newcastle venue.
These are illustrative enquiry labels, not offers or charges. Ask each respondent what the alternative would include and to identify any associated amount in writing. Keep it separate in the UGC budget, alongside its attendance requirement, production scope, permissions and exclusions, rather than folding it into an unexplained total.
Keep employee earnings outside the quote sheet
Median weekly earnings for full-time employees were £728 in April 2024. Keep that employee figure outside the UGC quote comparison. Label it with its population and period if using it as background. Do not turn it into a video price, a creator fee or a regional uplift.
The ASHE Tables 7 and 8 dataset provides annual estimates of paid hours worked and earnings for UK employees by sex and full-time or part-time status, by work-based and residence-based region down to local and unitary authority level. Keep work-based and residence-based measures distinct when organising background research.
ASHE does not cover the self-employed or employees not paid during the reference period. Its information relates to gross pay before tax, National Insurance or other deductions, and excludes payments in kind. Preserve those boundaries in research notes, and use written commission proposals for the actual purchasing decision.
Check the response before accepting
Read each response against the shared brief, not just against another total. For a commercial contracts review, retain the original request, the offer and written clarifications together. Mark any requested asset, service or permission that the respondent has excluded or has not yet agreed to deliver.
When approaching London creators, use the same clarification questions as for Manchester, Leeds and Newcastle enquiries. Ask what the production amount covers, what service work is included and whether the proposed licence is accepted. Request a revised response if the offer changes the shared brief substantially.
Choose between the written proposals for the commission you actually intend to buy. Record the reason for accepting an offer, including any agreed scope changes. If production, attendance or permissions change later, update the record before comparing totals again. Keep the decision attached to the work rather than an assumed city premium.
