UT NPPA Student Chapter Learns About Advertising Photography

AUSTIN, TX (February 6, 2007) – Photography buyers from the advertising agency GSD&M/Idea City came to speak to the University of Texas NPPA Student Chapter at the School of Journalism last night, and the advertising agency veterans shared their experiences with students about what it's like to work with photographers on campaigns and they gave their advice about what advertising art buyers are looking for in new photographers.

Kelly Hopkins, Shannon McMillan, Marilyn Rodriguez, Jessica Spruill, and Merna Blackwell talked about their award-winning work with photographers on some of Idea City's major campaigns and they showed examples of their successes for clients such as BMW, Southwest Airlines, LL Bean, and Kohler.

Leading off the evening the advertising buyers told the student photographers to never, under any circumstance, give up the copyright to their work. They told students to instead reach a licensing agreement and to always retain the ownership of their images. It's the way photographers can earn a sustainable living over the length of a lifetime career, they said, and that reputable agencies will have no problem doing business that way.

Students also heard advice on how to get advertising photography jobs, how to make a successful bid while also not underbidding the value of their own work, the importance of understanding the cost of doing business, and showing a new agency that you can work on your own without "hand holding" and manage a production that might involve models, hair and makeup people, locations, and obtaining the proper permits.

The buyers also told students about what kinds of promo pieces attracted their attention, and what doesn't work and how bad promo pieces head straight for the trash can. They advised the best thing students can do is to have a great Web site with really straightforward and easy navigation, pictures that load fast ("No Flash," one buyer said) and are big on the screen. If the agency likes your work, they'll "bookmark" your Web site (they spend a great deal of time daily looking at the Web and "categorizing" photographers' Web sites, they said).

The evening's event was the first full meeting of the UT NPPA Student Chapter this year, and it was organized by Bill Reeves, Katie Hayes, and the chapter's officers.

 

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