CHAPTER 13
The Realities of
Representation
In a perfect world clients would seek out visual talent to
hire. Photographers would have their choice of assignments.
Clients would set fair prices and arrange lucrative licensing
fees. And because they would be “selling” to the talent,
creatives could focus their energy on doing what they do best:
creating.
A nice scenario, but not at all realistic. The world is not
perfect—shocking but true—and today’s highly competitive
market forces serious pros to spend a significant amount of
time marketing their talent. Although there are no excep-
tions to this rule, there are several choices as to how to go
about it. As many creatives feel uncomfortable in the market-
ing arena or have limited time, they may choose to obtain
representation.
Reps are responsible for creating and implementing plans
associated with developing new business, and for their efforts
they earn 30 to 35 percent of the creative fee. In addition, some
reps will also service house accounts, usually for 10 to 15 percent
of the creative fee. In some cases agents insist on servicing house
accounts. Beyond that, the job description varies a bit with each
individual, but you should expect a rep to assume some or all of
the following responsibilities:- Develop a long-term business plan while setting and meet-
ing short-term business objectives.
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