What Advertising Clients Want Now

March 21, 2018

By PDN Staff

© Kevin Arnold

Kevin Arnold, who recently photographed an image library for Pacific Life Insurance, says casting, wardrobe and propping can help him maximize his time while shooting both requested images and unplanned shots.

“People aren’t hiring you to create great pictures, but to get results,” advertising photographer John Keatley told PDN. In today’s rapidly changing advertising market, the photographers who have the advantage in landing jobs are able to demonstrate an understanding of a brand’s needs, provide solutions to clients’ problems and handle production details—all while being competitive on price. PDN has tracked...

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