Recently launched Avec Artistsis a new boutique photo agency run by Carrie Ferriter in NYC. This new agency is part of Bruce Kramer’s growing fiefdom, the Kramer Creative Group which is set to launch this month along with a relaunch of JAW (Just Add Water ) as Selected to be run by Rebecca Fain former photo editor of XXL Magazine.
Heidi: What was your concept when developing this roster? You have quite the range from editorial, advertising, documentary, personal, and fine art.
Carrie: I wanted to create a company that appealed to advertisers but also take on photographers that had a range and were involved in other aspects of photography, whether it be fine art, publishing, directing, etc. I find that when photographers are involved in projects other than commercial work – they are in turn more interesting.( Stephen Toner)
What made you select someone like Stephen Toner and decided to open his book with the landscapes, do you see that type of work applicable for car advertising or….?
I have known Stephen for many years and have always felt strongly about his photography. We originally met through an old friend while I was living in London and I have worked with him throughout the years with EXIT. I wanted to work with Stephen because not only is he an excellent photographer he is very much tapped into the pulse of what is happening in the photography world. His work appeals to creative directors because he is a creative director and has also founded and runs a really respected and award winning magazine called EXIT. I approached him to join Avec because his photography has never really been shown in this sort of outlet. It’s almost as if I’m introducing someone very new but also very established at the same time.
The reason I opened with Landscape is because the pictures are stunning. They grab your attention. That’s also the work that he loves and wants to shoot all the time so I thought I would just put it out there from the very start. Whether or not it’s applicable to car advertising I’m sure going to approach all car advertisers along with everyone else.
Are you the only agent?
Yes, I am the only agent but Avec is part of the Kramer Creative Group which is a group of agencies my partner Bruce Kramer owns. Bruce is fully involved with avec and all the agencies in the group. Each agency is unique and has it’s own style of talent. It’s great to have that because we all really work together and help each other out. For example, I work alongside another agent, Bridget Flaherty, who runs Bridge Artists. She represents stylists, set designers, hair and makeup. Her and I are constantly feeding ideas off of each other and helping each other out with clients. It’s a great team.
What kind of content will be on your news section?
It’s going to start with mainly news on the photographers. I would like it to be a very visual blog but eventually I want it to grow into something a bit more and allow the photographer to contribute on it. I want it to be accessible to people on my roster and give them the freedom to post whatever they would like. Avec translates to ‘with’ so the essential core of this agency is to be ‘with’ the artists. This isn’t an agency about me, it’s very much about them and I want the blog to showcase that.
Where were you before this agency?
I started my career working in production at an agency called JGK, after that I worked for Moo Management (now Trish South management) and then for a more commercial agency in NY. Working at Moo was a great springboard to where I am now – the roster there was great and really allowed me to develop my own working style and eye for type of photography that I feel strongly about representing.
How would you describe your roster? and who are your premiere clients, mostly European?
My roster is a group of photographers I feel passionately about and enjoy working with. There is a definite fine art and documentary feel to avec but once you look a little deeper you will see that there is a good range than can appeal to many different clients. My clients are across the board – I wouldn’t say that they are mostly European though. Throughout my career, the agencies I have worked for have all been European or have had European founders so that definitely comes into play but I’m heavily targeting clients in the US.
As an agent what do you think is the single most important aspect in getting your photographers to work in the current economy?
Target to the right client, be persistent, be genuine, follow up consistently but in a way where you are respecting the clients time and space. Sorry, I realize that was more than one thing!
What will you do differently with this particular agency?
I’m launching as a traditional photography agency but competition is fierce so I think it’s important to stand out and be a little more modern in my way of thinking. I try to stay on the pulse of what is happening industry wise – blogs like ‘A Photo Editor’ are a huge resource. I really want avec to grow and as the industry changes I will adapt the agency accordingly.
When did you launch?
Just this month!