Photography
While some agencies have in house photography departments, most do not. Photographers usually need large studios with high ceilings to accommodate the equipment, darkroom facilities, and expansive set ups that they are often called upon to construct and shoot. Agencies seldom have the space to house a staff photographer or the money to outfit a department. In addition, when it comes to photographs, agencies need a variety of styles to accommodate the ever changing requirements of client projects. No photographer can be that versatile. An agency usually has several freelance photographers that it uses on a regular basis. One photographer may specialize in high quality color product shots, another in fast action black and white, someone else may do intimate people scenes exceptionally well, while another may be known for reasonable quality photo graphs at low prices a real necessity for those clients on a restricted budget.
If you want to be a professional photographer who works exclusively with advertising agencies, you should plan to have your own studio someday. However, this will require quite a healthy outlay of money to properly equip yourself, and it may take you some time to get to that point. While many budding photographers start their careers as assistants to an established photographer, it is wise to get some formal training before you look for a job even as an assistant. As an assistant you will learn the fundamentals of working with agencies, what their needs are, and how to handle a variety of different shoot situations. You will also learn the business side of running a studio from someone who is already successful at it. This will be the preparation you will need when the time comes to strike out on your own.
When you find yourself growing out of your assistant's skin, but you are not yet ready to set up a fully outfitted commercial shop for yourself, a modest sum will buy you some good but basic camera and lighting equipment. You can then go after small jobs doing on the spot public relation shots for agencies, as well as take on those low budget jobs that do not require elaborate set ups or studio space. This will enable you to begin slowly without getting in over your head with major equipment purchases. Many photographers began by setting up their first darkroom in the family's second bathroom, a walk in closet, or a basement pantry. Since your clients will be agency people, you will be expected to meet with them at their office. So you will not have to worry about having a presentable studio space of your own when you are just getting started and working on small projects. Once you become known and trusted, agencies will begin coming to you on a regular basis. Sooner or later you will be given projects that will involve more equipment or studio space than you presently have. At some point you will have to make a decision to either turn the work away or continue doing small shoots or invest in larger facilities and additional equipment. It is important to plan and work toward the time when you will have to make that decision. You must be able to anticipate the growth of your business each step along the way. When you think you are emotionally ready and mature in your business practices, and you have a buffer of money put aside or enough steady work coming in to support a business loan, make your move. If you wait until you are offered that once in a lifetime chance for a large job, and you have to turn it down because you do not have the facilities to handle it, the opportunity may never come along again.
Videography
Everything I said about photography equally applies to Videography. It is a highly specialized area, and most agencies cannot afford the space and equipment to maintain an in house production studio.
Like photography, Videography is a highly technical field that requires extensive training. That training should begin at a college or technical school offering at least a two year program in camera work, lighting, and editing. This should be followed by an apprenticeship or entry level position with a television production studio or a professional video production company. It is possible to side step the formal training if you are fortunate enough to land a job that will give you hands on experience in the production end of video. Either way, the important ingredient is experience with the equipment and the application of the medium to the end goal of the product.
Application of the medium is where the discussion of video usage in advertising begins. Most people are well aware that the production of television commercials is a major segment of the advertising business. However, video has other applications as well. A television commercial is directed toward only one target audience the general public. But there are many companies who sell their products or services directly to other businesses or industries and not to the general public. For these companies, a television commercial is a waste of advertising dollars. Instead, a video formatted sales tape would be an excellent medium to communicate what they have to offer. These business to business videos, as they are called, are now beginning to replace printed sales materials and capabilities brochures. The cost to produce sales videos can be quite reasonable and comparable to a printed piece unless the company needs to distribute large quantities. Only then does a printed piece become more cost effective. Business to business videos usually range anywhere from five to fifteen minutes in length. With VCRs becoming commonplace office equipment, salespeople are finding it easier and more convenient to use a video to show a prospective buyer exactly what their company has to offer. It eliminates that clumsy loose leaf binder or flip chart approach. The video medium is also being utilized by advertising agencies to produce employee and staff training tapes for their clients to assist them with internal management and employee relations problems.
Some ad agencies do specialize entirely in television commercial production, and many of them have their own in house production facilities. If Videography is the area you wish to pursue in advertising, you will want to target these agencies. Or you can direct your attentions toward a video production company that provides direct services to advertising agencies.
Unlike photography, not many individuals interested in working in video will ever set up a studio of their own. The start up cost for the equipment is usually beyond the means of most people. There is no scrimping on the quality of video production equipment since an agency's clients require broadcast quality for their television commercials and near broadcast quality for video sales and training tapes.
