The other day, I read a fascinating article in the Financial Times about the Cannes Lions International Advertising Festival which noted a “seismic shift” towards interactive and digital marketing over traditional advertising campaigns.
The shift from print to electronic media is old news to photographers – we’ve been talking about that for a couple of years now. What struck me about this article was a quote from Chuck Brymer, chief executive of DDB Worldwide who said “We are charging for the ideas – that’s the value you [as an agency] provide.”
The old business model of agencies giving ideas away in order to grab a percentage of the media buy no longer works and agencies who fail to grasp the import of Chuck Brymer’s observation are in for a rough ride.
Similarly, photographers must examine the value that we provide and recognize that our true skill does not lie in our knowledge of lenses, f-stops or Photoshop but in our ability to tell a comprehensive and compelling story within the frame of a single image.