03.07.09
Martyn Evans - The Founder of Origin
The right advice and inside track on how to get commissioned
What type of clients do you represent and what is their expectation of what you can do for them?
I work in the design and creative industries for designers (architects, graphics, 3D and interiors), manufacturers, retailers and for the government on campaigns to support the UK’s creative industries.
We also work for large international brands who want a slice of the action, to enrich their brand communication by asssociation. They expect me to bring them a clear understanding of how the creative industries work and how to use creatives to change their brand communication. Obviously photography is a huge part of that.
What role does photography play in your conversations with clients?
We work in a visual industry. Photography is where it all starts. From magazine tearsheets on the wall in creative brainstorm sessions, to specially commissioned photo stories to illustrate pitches its pretty much always there from the start.
Do you feel that your clients have strong ideas about how they want to be represented photographically?
Often not. Looking at photographers’ portfolios work is often a good start point for a creative conversation with a client.
It’s so hugely important that I’m glad when they don’t have a good idea, because it has to be such an integral part of the creative campaign development process.
Often we’ll end up with something completely different from the ideas we had at the start and always ideas come from talking to photographers. Pre-conceiving an idea and asking a photographer to realise it without collaboration NEVER works.
Do you work with a core group of photographers?
Yes. And they are photographers who inspire us and collaborate with us. Richard Learoyd ( www.richardlearoyd.com) has been hugely important to us.
He is an incredibly inspiring artist whose commercial work is directly drawn from his more personal artistic work. Mischa Haller ( www.mischaphoto.com) has been an important collaborator for us, particularly for the way that his photographic projects truly capture a narrative story.
Other photographers we admire include Paul Raeside, Jason Bell and Wendy Carrig. My photographic heroes are Tim Walker, whose pictures take my breath away and Rankinwhose work is flawless, exciting and provocative.
How do you find new photographers to work with?
Photographers approach us all the time. We have good relationships with agents and we’re constantly reading magazines for inspiration. We go to gallery shows. Were always on the hunt.
Do you think that photographers understand your role in the commissioning process as a middle man between them and the client?
Yes. It works. It makes for a very honest relationship.
There are times when you can communicate problems from the client end of the relationship in a much more straightforward, honest way if you have a good relationship with a photographer and it also makes for a good collaborative process to get the job right before you go and present to the client.
I think the ‘voice in the middle’ enriches the process and brings an educated contribution to the creative process. We also act as ‘gatekeeper’ and ‘protector’, allowing the photographer the room to be creative without the, often inexperienced, client breathing down their neck.
What mistakes do you think photographers mistake when approaching agencies such as yours?
I often wish we were approached more actually. I don’t think I could ever see enough photographers books.
I don’t like being hassled though and would prefer to get an email with a link to a website in the first instance. I will always look. If I think it’s interesting and then I’ll call for a meeting.
I don’t have a lot of time to be giving feedback to photographers and calling constantly to see if there’s anything ‘coming up’ isn’t always productive.
And what advice would you give to a photographer trying to built a commercial client base?
Do your research. It’s what we do before we go anywhere near a potential client.
We do a lot of work with architects, product designers and branded products - you can see what we do from our website – a personal, thoughtful, relevant email approach will always work.
And don’t hide your light under a bushel. Our work with photographers is always a collaboration. if you’re a truly creative photographer, you don’t just take pictures to order, you create brands. So tell me that’s what you do and show evidence of it. In a photographer I want an inspiring partner, not a supplier of services.
http:// www.originuk.com
portrait by Richard Learoyd
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