How to Make the Most of a Creative Call and Write a Successful Treatment

November 16, 2015

By Holly Stuart Hughes


To build brand awareness for the Hotel Tonight app, the creatives wanted “bold” images of people planning their vacation escapes. John Keatley suggested shooting straight-on portraits for more impact. 

The triple bidding process inevitably ends with one photographer landing the assignment—and two also-rans. The difference between them comes down to a number of factors, including not only submitting an estimate that meets budget constraints, but convincing the creatives that you can deliver an ad that meets the client’s needs. Two of the most important ways photographers can win creatives’...

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