Advertising The Year in Review
Conventional wisdom might tell you that there is a lot less interest in photography for advertising because there is a lot less interest in print and press advertising. Conventional wisdom would be wrong. “Press and print advertising are being somewhat replaced with digital campaigns, which still use images and stills as the visual element,” explains Jonathan Kneebone, co-founder of Australia’s creative advertising collective, The Glue Society. “So, while we have not necessarily been busy creating print campaigns, many of the projects we have contributed to have featured digital online or outdoor photographic images.”
Conventional wisdom would also be wrong in assuming an image decline in massive advertising markets like the UK. “There are more OOH [out-of-home] sites in the UK than there’s ever been and with digital sites, there are more opportunities for photography and motion than ever before,” notes Mark Elwood, executive creative director of ad agency, MullenLowe London. “Great photography can live just as well online as well as in print, in my opinion.”
The same is true in the Americas and Asia. “Interest in magazines and printed media is ending, although interest in images will not end anytime soon,” states Milton Menezes, an image creator at global visual content company, Lightfarm Studios. “Even with the possibility of using videos on channels like Instagram, Facebook, or Twitter, people still use images. Images have more impact than videos because they are easier to
