Insights Vol.3

Client Commissions

Increasingly clients are commissioning directly

Organisations are building internal creative teams using expert talent from leading agencies and hiring industry experts to successfully develop their visual assets themselves.

I’ve been working client-side for over a decade with global organisations. Often the projects are a fascinating process and tremendously rewarding especially in the variety of people you work with, from creatives, marketers, legal and procurement to sales teams and client customers.

How you approach clients is most likely going to differ to how you may approach an agency.

Direct Marketing

Digital marketing in the absence of meeting in person means thinking beyond just your folios. Your website may need to work harder and digital folios should be adapted to target the client directly. 

If you don’t have the commissioned work, consider how your personal work may need to develop to support this.

Highlight previous experience in relevant sectors and leverage that into your direct marketing, keeping it relevant to your target audience.

If you can’t visually show previous commissioned work due to contractual restrictions make sure you clearly outline your client list.

Including behind the scenes stills and film is a visual opportunity to back up your work to show a client your level of professionalism, experience and what a positive experience it would be to work with you.

Building Relationships

Being realistic, methodical on detail, transparent on costs and working methods is a must. Decisions on talent selection are made by marketers, creatives and procurement.

Clients can sometimes be looking to you as a creative partner, being more involved in the development, more so than working through an agency. Think ahead about the resource you might need to deliver this.

Being as detailed as possible about your timings, terms, process and approach will strengthen that trust across all departments.

Social Media

Your target audience will be using LinkedIn more than Instagram.

Decide if you need to make that shift and what adjustments, if any, compared to your Instagram marketing need to be undertaken.

Think about the tone of language you use. Use keywords that resonate with marketers alongside visuals that feel inspiring, unique and relevant to their business.

Published 3rd December 2024