Pixiq

I recently attended a panel discussion in Los Angeles that was hosted by APA, American Photographic Artist.  The panel included top advertising creatives sharing their thoughts on what they look for before hiring a photographer.  

Some of the best paying jobs in photography come from advertising, and those jobs are very hard to land.  This is how it works.   A company hires an ad agency.  The ad agency looks for photographers to shoot the ads.  The process can be a bit complicated but usually the person hiring the photographers is the art buyer or art producer.   The art producer works with the creative team of art directors and creative directors and together they select the three top photographers to do the job.  These three photographers bid to get the job and the agency makes a decision on who will win the bid.  In advertising its not just about the work.  

During the bidding process each photographer takes part in a "creative call".  The creative call in when the agency speaks to each photographer to hear how they intend to approach the job.  This call is extremely important and can take the # 1 canidate from # 1 to # 3, solely based off of how you are on the phone.  So much attention is paid to the creative call.  Its important that you take your time and give the call your full attention and effort to be your best.  During the creative call you shouldn't seem distracted, multi tasking, texting, or anything else other than being focused on the ad and the art director.  

Another big factor is personality.  Once upon a time a photographer could be a diva, but not these days.  Clients want to know you can handle the job and be professional.  If you are in the bid then you are capable of doing the job.   Its now up to other factors to make sure you land the job.  One of those other factors is having a kick-ass producer.  Advertising clients want to know you have a team behind you to pull off their vision and a great producer will ensure the photographer can focus on being creative instead of wondering about other factors of the job like weather the caterer is on time or if the talents is lost or on time.

To get photo assignments in advertising you must first have great work, but you must also learn how to best market yourself on a consistent basis.  The following is a list of things you can do to land the advertising assignments

1)  When it comes to showing your work it's not about quantity, it's about quality.  If you have ANY images in your portfolio or website that are weak it will keep you from getting the job.  Don't show any work you have a question about, show only your best work.

2)  Most clients look at your website and make decisions on how you precent your work. If they like it they will call your book in, so you need to have a tangible portfolio.  The ipad can not be left with a client but a tangible portfolio can, so if you take an ipad to an meeting also take a tangible portfolio.   Again only show your best work.  It's about the quality of the work, not the quanity. 

3)  Regarding showing work on the ipad, once you get the meeting only show your best work, not several folders on your ipad containing all types of images.  They don't want to feel like they need to make an excuse to run out of the meeting because you are showing everything you have.  Only your best work!

 5)  Make your website fast to load with big pictures and not overly designed.  NO MUSIC!

6) Always promote your work by using the web, direct mail and any other method that will help you stand out as a photographer.  For sending promo pieces send only three to four per year.

7)  When you are in the bid for a job and you get the creative call make sure you sound excited and share your excitement about shooting the job.  Good luck!

Always Dream Big,

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