Posts by: Suzanne Sease

The State of the Industry: Gregg Lhotsky, B&A

The State of the Industry, is a new column where Suzanne Sease speaks with advertising industry professionals and influencers to discuss what’s happening and where we’re headed.

Gregg Lhotsky is a well-respected photography representative with the acclaimed Bernstein & Andruilli. Gregg and I have had the pleasure of working together when I was at The Martin Agency and have been friends ever since. I admire Gregg’s eye for talent, his professionalism and the fact that we both grew up in Baltimore, Maryland (same age but never knew each other).

Are clients requiring more and more rights and optional images from still photo shoots?
Yes. Sometimes it seems like a land grab. Often the weakest link are the AE’s who don’t really understand usage.

How many of your current clients require the estimates to process through cost consultants? Do you see more clients using them or realizing they don’t know what they are talking about?
I am seeing less of this lately. Perhaps it is because when clients do use CC’s the CC’s usually do not have an understanding of what things actually cost and waste a lot of time and money on randomly asking for line items to come down.

Do you think our buying society is educated and appreciates the quality creative advertising or is it the “you tube” and reality show mentality?
I spend a lot of time educating younger buyers these days. First, most of them will not pick up the phone and would rather email which is difficult when you are trying to estimate or negotiate a job where nuances can be lost via email. Second, if I had a nickel for every time I had to describe why a stylist needs prep days or what a location van is for. Sometimes I think that they just hired someone, gave them a desk and said go for it!

What are your thoughts on trying to make a product become a viral sensation? Do you think this is the future or will it phase out?
I believe that it is here to stay. There are so many more outlets now that the brands need multi platforms and voices to be seen and heard.

What percentage of print work is your company doing today compared to 5 years ago? Or even a year ago?
We are pretty diversified so we still do a lot of print but also a lot of new media.

Should photographers and illustrators learn the motion medium?
Definitely.

What advice would you give someone who only does print (still) work?
Gotta have some other things in your tool kit (i.e. motion) and do it well!

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.

The State of the Industry: Mike Hughes, The Martin Agency

The State of the Industry, is a new column where Suzanne Sease speaks with advertising industry professionals and influencers to discuss what’s happening and where we’re headed.

I had the honor of having Mike Hughes as my supervisor while I was at The Martin Agency. The Martin Agency was voted the US Agency of the Year in 2010 and is known for their work for Wal-mart, Geico, Discover Card, Hanes, Moen and Miscrosoft. Mike was inducted in to The One Club Creative Hall of Fame in 2010, a prestigious group that includes David Ogilvy, Jay Chiat, Tom McElligott, Hal Riney, Dan Wieden, David Bernbach to name a few of the greats. It was such a pleasure to work with such a creative mind and you can see that in his answers.

Suzanne: I have asked the question before “Is print dead” and I know most of us will always love the tangible print, if so what is realistically the future of the still image? According to a 2011 Advertising forecast from Mediabrands, part of Interpublic Group: Over the next five years, magazine advertising will decline in each of the world’s 10 largest markets for magazines, with the exception of Brazil and Russia.
Mike: Magazines and newspapers will continue to morph in the years ahead. If personal printers take off, there might even be a resurgence of print edition customized for the reader. Two years ago, I might have said that the decline in print editions will be very steep; now I’m not so sure.

What are your thoughts on Ambient media and do you see this taking off in the States as it has in other countries?
The lines between types of media (OOH, print, broadcast, digital, earned, paid, audio, video, old, new, etc.) have been erased. Moving images can appear in books. Stills can be riveting on digital. Sights, sounds, signals and even smells can emanate from outdoor. Hopefully, the borderlines between countries will also become less thick. Certainly media
opportunities developed in one part of the world will soon emigrate to every other part.

When I go to www.adsoftheworld.com most of the print mediums that are featured are from outside the United States? Are we being too safe?
I suspect that we’re not caring enough.

Are clients pulling us back?
No. (A great agency never blames its clients.) I’m betting we’re not inspiring our clients enough with the print work we’re doing.

Do you think our buying society is educated and the “you tube” and reality shows mentality verses the appreciation of quality creative advertising?
If there’s anything the world learned from Steve Jobs, it’s this: society loves quality when it’s relevant and helpful and cool.

What are your thoughts on trying to make a product become a viral sensation? Do you think this is the future or will it phase out?
The language has changed over the years, but the goal of advertising has always been to help good products “go viral.” That won’t change. (Obviously, “going viral” isn’t limited to online connectivity.)

Should photographers and illustrators learn the motion medium?
Most should.

What advice would you give someone who only does print (still) work?
It’s more important than ever that whatever you do, you have to have an advantage over your competitors. The best way to do that, of course, is to be BETTER than your competitors.

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies.