Working with an advertising agency can be quite intimidating for newcomers to this business.  This month I’ll describe how I handle a typical commercial shoot involving an advertising agency and their high-end resort property client.

Often the most lucrative commercial photography assignments come through advertising agencies.  However, these assignments often require significantly more coordination and planning than the average assignment.  The ad agency acts as a “middleman” in these projects.  By the time the agency contacts me, they’ve already created an advertising plan and strategy with their client.

My first contact with the ad agency usually comes in the form of a phone call from either the creative director or one of the art directors.  They call to discuss the creative concept for the project.  One important note: this is the point where I begin keeping track of my time.  We also discuss a tentative shoot date—usually about six to eight weeks away.  Once we’ve discussed “concept” they usually hand me off to either the account executive or production manager to discuss price.

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