How Ad Agencies Hire a Photographer.

Nikon AF Nikkor 85mm f/1.4D IF

06/10/2007 09:59:11 AM · #1

An Ad Agency will have a client and the agency will know what the client budget is for the year for Communications, Media, B to B, B to C etc. The agency will suggest certain marketing solutions to the client. Based on the analysis, decisions will be made as to which solutions best suit the clients' goals. Is it Internet, Press, PLV, Viral, Events, PLV's etc. Once the decision is made and if they decide to do an image related Ad Campaign the next steps follow suit. There is a briefing by the agency with the commercial side of the clients sector. Based on that the Creative Director and Account Executive will discuss the client needs. Based on the briefing the CD will speak with internal traffic of the Ad Agency to find an Art Director or Director's based on the size of the budget and Copy-writing team to work with the AD. They always work in couples AD & CW. The CD will brief them vaguely to give them a lot of latitude but based on the client briefing. Once a concept is accepted by the agency they present it to the client. If it is accepted the next step follows. An Art Buyer will be shown the layout that was accepted by the client. Based on the style of the layout the Art Buyer will start to contact talent that will be able to fulfill that criteria. She/He will contact the Photographer Agents to call in books of Photographers that might relate to the style being sought. This is the same for Still Life, Autos, Beauty, Fashion, Architecture, Tourism etc.
After looking at several books, three to five are chosen by the agency. These books will go with the CD, AD AE to the client. The AD will generally have a preference and fight for it on occasion. The client has the final say, with some diplomatic coaxing. Now prior to that meeting the AB knew the daily rate of the photographer. This doesn't include royalties.

Once the photographer has been chosen the Photographer and the Photographer Agent will come to the agency to be briefed by the AB, AD and often CD. The AB will ask which team they wish to work with. I.e, Model agency (model or model's), hair, make-up, fashion/beauty stylist, set designer, retoucher, studio, lights etc. The AB will negotiate with the agents of all of the above talent in a similar fashion as was done with the photographer.

Dates for the shoot are coordinated and confirmed.

On the day of the shoot a team of up to twenty people may be on the set. Agency, Client and Team.

Payment is 90 days from presentation of final images.

Ben

Message edited by author 2007-06-10 10:06:53.

Man_Called_Horse

Canon EOS-300D Rebel

06/10/2007 10:46:22 AM · #2

What is a PLV?

How does a photographer get an agent?

pawdrix

Nikon D700

06/10/2007 11:55:36 AM · #3

Glad you posted this.

I was curious, on average, how many days per year does a respectable Ad photographer work and what's the general day rate (ballpark numbers?)

Message edited by author 2007-06-10 11:56:20.

Telehubbie

Canon EOS-40D

Canon EF 24-70mm f/2.8L USM

06/10/2007 01:08:25 PM · #4

Great write up Ben. I used to be an assistant to an ad/commercial photographer here in LA, and it's amazing how much time, money, and effort go into the big shoots. It really takes a certain photographer to handle all that.

Canon EF 28-135mm f/3.5-5.6 IS USM

06/10/2007 05:51:15 PM · #5

Originally posted by pawdrix:

Glad you posted this.

I was curious, on average, how many days per year does a respectable Ad photographer work and what's the general day rate (ballpark numbers?)

I cannot answer that question. Daily rates depend on the market and notoriety of the photographer. The Daily rate in Paris and New York ranges from 8000 to 50,000 and more per day not including royalties. That is in dollars.

jackal9

Canon EOS-50D

06/10/2007 06:05:57 PM · #6

I am just curious, how does someone get started in Ad photography?

pawdrix

Nikon D700

Nikon AF Nikkor 85mm f/1.4D IF

06/10/2007 09:33:40 PM · #7

Originally posted by benjikan:

Originally posted by pawdrix:
Glad you posted this.

I was curious, on average, how many days per year does a respectable Ad photographer work and what's the general day rate (ballpark numbers?)

I cannot answer that question. Daily rates depend on the market and notoriety of the photographer. The Daily rate in Paris and New York ranges from 8000 to 50,000 and more per day not including royalties. That is in dollars.

8000 to 50,000 Yen...Lira?

I know high fashion is astronomical but I thought average work started closer to $800- $3000 (or whatever). Then again you could be Red Lobster's #1 guy.

Cheers!

06/11/2007 01:32:44 AM · #8

Originally posted by pawdrix:

Originally posted by benjikan:

Originally posted by pawdrix:
Glad you posted this.

I was curious, on average, how many days per year does a respectable Ad photographer work and what's the general day rate (ballpark numbers?)

I cannot answer that question. Daily rates depend on the market and notoriety of the photographer. The Daily rate in Paris and New York ranges from 8000 to 50,000 and more per day not including royalties. That is in dollars.

8000 to 50,000 Yen...Lira?

I know high fashion is astronomical but I thought average work started closer to $800- $3000 (or whatever). Then again you could be Red Lobster's #1 guy.

Cheers!

That's funny, when I moved to Paris in 1986, my daily rate was already $1800.00 per day. No, 800 to 3000 might be local markets but not International or National ones...Sorry!

Nikon AF Nikkor 85mm f/1.4D IF

06/11/2007 01:34:32 AM · #9

Originally posted by Man_Called_Horse:

What is a PLV?

How does a photographer get an agent?

Not meaning to be crass, but, just look for one. That's how we all do it...

Best Wishes
Ben

Man_Called_Horse

Canon EOS-300D Rebel

06/11/2007 09:17:25 AM · #10

Originally posted by benjikan:

Originally posted by Man_Called_Horse:
What is a PLV?

How does a photographer get an agent?

Not meaning to be crass, but, just look for one. That's how we all do it...

Best Wishes
Ben

Ok Ben,

But you still haven't explained what the acronym of PLV means.

pawdrix

Nikon D700

06/11/2007 10:11:45 AM · #11

Originally posted by benjikan:

Originally posted by pawdrix:

Originally posted by benjikan:

Originally posted by pawdrix:
Glad you posted this.

I was curious, on average, how many days per year does a respectable Ad photographer work and what's the general day rate (ballpark numbers?)

I cannot answer that question. Daily rates depend on the market and notoriety of the photographer. The Daily rate in Paris and New York ranges from 8000 to 50,000 and more per day not including royalties. That is in dollars.

8000 to 50,000 Yen...Lira?

I know high fashion is astronomical but I thought average work started closer to $800- $3000 (or whatever). Then again you could be Red Lobster's #1 guy.

Cheers!

That's funny, when I moved to Paris in 1986, my daily rate was already $1800.00 per day. No, 800 to 3000 might be local markets but not International or National ones...Sorry!

I'm a Chef by trade and I worked as the Head Chef both full time and freelance, in the Executive Dinning Rooms and Cafeteria's of Grey, Ogilvy & Mather, Bates, D'Arcy, McCann, BBDO (to name a few) for over a 10 year period. I still have a lot of friends now scattered all over the planet from those agencies...Producers, Art Buyers, Acct Execs etc. A few have seen my work and are going to help me push when I think I can make the move. They've tossed me some small jobs for their friends, so far but I can't commit the proper time yet.

It's a big jump and I want to make sure the money and the work is there before I do anything. My day job is cozy and pays well so I can slide in at my own pace.

If $1800 or better is the normal rate...I might consider diving in face first. My two very close, Commercial Photog buddies, out in San Francisco, who've both been at this for like, twenty plus years seem to be in the $900-1400 zone but I'm hearing different numbers all over the place.

Again, I'm holding off on calling in any favors for my AD friends because if I get in over my head and can't deliver, that would be a catstrophe. I also fear that I'll get the work and then won't have the time or free schedule to do it.

Message edited by author 2007-06-11 11:42:37.

06/11/2007 08:06:54 PM · #12

Originally posted by Man_Called_Horse:

Originally posted by benjikan:

Originally posted by Man_Called_Horse:
What is a PLV?

How does a photographer get an agent?

Not meaning to be crass, but, just look for one. That's how we all do it...

Best Wishes
Ben

Ok Ben,

But you still haven't explained what the acronym of PLV means.

Sorry I used the French acronym which means...

PublicitÃ© sur le Lieu de Vente (POS advertising, promotions)

"Advertising at the Point of Purchase" or more simply "Merchandizing"

Ben

Man_Called_Horse

Canon EOS-300D Rebel

06/11/2007 08:08:31 PM · #13

Originally posted by benjikan:

Sorry I used the French acronym which means...

PublicitÃ© sur le Lieu de Vente (POS advertising, promotions)

"Advertising at the Point of Purchase" or more simply "Merchandizing"

Ben [/quote]

Now I can sleep easy.