Category Archives: Portfolio Show

Sharing experiences at recent portfolio shows

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A unique approach to portfolio shows that will help both art buyers and reps. Thank you Char Eisner and Leo Burnett.

Our office  has been hosting portfolio shows for quite a long time now.  I often say that between the two of us,  Lauranne and I have visited most every major agency around the country multiple times.  We feel fortunate to represent talented photographers and to have the relationships that allow us access to host these shows.

Having hosted so many shows, we have a very good idea of why shows succeed or fail.  So much of it is unpredictable and dependent on what the agency has going on internally.   Maybe there is a big meeting coming up, or everyone is gearing up for a pitch.  Maybe there have been too many shows scheduled and the creatives are burned out or maybe they just don’t have the time.  Regardless, even if the turnout is low, we know what a challenge it can be for art buyers and are always appreciative of the opportunity.  Besides, all we need is that one person to be interested, right?

We have had many art buyers brainstorm with us at shows about what could make a show more successful as we all realize that it is getting harder and harder to cheerlead for us.  Next time the conversation comes up, I will tell them about my recent visit to Leo Burnett with Char Eisner and the creatives in her department.

Here is what I would tell them.

I recently visited Chicago and Leo Burnett and was struck by how extra fantastic the turnout was for the portfolio show.  So much more so than at a typically good show.  There was an abundance of creatives who attended and  they all showed up on time.  They asked where the sign in sheet was to sign in, engaged me in conversation and took promos.  Some even asked me to make sure they were on the email list of particular photographers.  The energy of the show was very upbeat and I didn’t get the sense that anyone was trying to get in and out quickly so as not to have to engage.

When Char and I chatted afterwards, I could not thank her enough for how well she produced her portfolio shows.

I attributed the 100% of the success to

Expectation Management

 for me and the creative department.

Char explained to me that a while back, she realized that in order for her creative department to find portfolio shows relevant, she needed to make some changes.

Here are the changes that she implemented:

•   Portfolio shows will only be hosted on Tuesdays from 10-12 AM only.  There are no other times allotted, regardless of if you are from out of town or not.  You are welcome to come meet with individual creatives and art buyers but no exceptions to the show schedule will be made.

•  Reps are sent a detailed letter that outlines what they can expect from her department and other relevant information.   Receiving this letter up front answers all of the questions at one time and saves everyone a lot of back and forth later on.

Some things mentioned in the letter are:

-What will be provided by Leo Burnett; such as tables and other supplies

-What rep will need to bring on their own (portfolios, treats and as needed -music and AV needs)

-An idea of reasonable treat specs and quantities

-Permission to reach out to creatives on my own during the show

-Contact information and the role each person plays in the show

-Specific appointment information such as address, security information, contact person and floor information; which is important for caterer and rep.

With such a well oiled machine it is no wonder that the shows are a hit time and time again.

Here are some benefits of a detailed approach to portfolio shows:

1)   Creatives are not overwhelmed by shows scheduled one after another.  They do not get jaded or feel obligated to drop what they are doing to attend.  They do not try to avoid the art buyer when she/he wrangles them and they actually look forward to events.

2)   The art buyer does not feel obligated to squeeze someone in.  I am guessing this makes the job easier and allows the art buyer to let a rep know quickly whether or not they can visit.  I appreciate this because I know that I can move on and find another agency to fill that slot rather than cross my fingers and hold off until I hear back.

3)  Because spaces are limited, the creatives know that the art buyer will select talent to showcase that is relevant and appropriate to the agency and what they are currently working on.

4) Creatives can schedule their time accordingly and know that if they have to miss one Tuesday there is another one coming next week.  They no longer feel pressured to attend and the routine of it all makes it feel less like an interruption and more like a part of their day.

5)   Because it is a routine event, the art buyer is able to secure the same space for the same time every week.  She or he requests a space larger enough for different size rep agencies and even provides extra folding tables.  For those of us who have many books or large books, this is an ENORMOUS gesture.

6)   A rep can have a clear understanding of how involved the art buyer is able to be in the planning and execution of the show. When I know that an art buyer is not a resource for things like caterers, I know to work this out on my own without even asking.

7)   Having consistent and well attended shows also makes it possible for the art buyer to provide accurate insight into quantities for treats.  It is always helpful to hear that  treats work well and are very much appreciated but not required.

8)   I do not need to guess how my show will be promoted.  Knowing the deadline for the invite and how often it is distributed and how makes me feel confident that there is some promotion happening and this goes a long way towards a successful show.

9)   Being encouraged to reach out to the creatives on my own during a visit is a relief.  Knowing that the department wants reps to make their own connections makes making the call that much easier and less intrusive.

I share this with you not only because it was a positive experience for us and a  successful show for our group but because Char Eisner and her Leo Burnett team insist that it was the same for them as well.    Another example of a win/win situation.  Something we should all strive more towards nowadays.

If you have any other successful tips for how to host a successful/well attended portfolio show for both the agency and the agent, please email us or comment on this post.  We would love to hear what you have to say.

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Notes from a Rep’s Journal: Observations from Le Book’s Connections LA

When Le Book announced they were coming west for their Connections event, so many people wondered if the clients in LA would really attend.  Would they leave their offices and make the trek across town?  Well, they sure did.  And, so did plenty of others, including SF, Chicago, Seattle and even NY.

From our perspective, the event was a huge success.  We not only connected with many old friends and clients but we made that many more new ones.

Here are some of our observations:

•  As always, having new work to show was CRUCIAL.

There were many familiar faces that stopped by to say hello and view the work.   Many were very aware of our talent and hired them often.    It is no wonder then that when some visited our booth they requested to see “only the new work.”   This was not surprising given the amount of imagery they were looking at over the course of the day.

We were glad that many in the group took the time to update their portfolios.  For those that did not, in those particular cases, their work was not reviewed.    It reminded us yet again how CRUCIAL it is to update the websites and the portfolios.

It was painfully obvious that new work was not just a filter for their LA Connections visit but instead one that they use all the time.

•  iPads or Portfolios?

There were exhibitors with just iPads, some with just portfolios and some with both.  It was obvious that the iPad had not completely replaced the portfolio and that it is here to stay.  We over heard many people talking about how they understand how much easier it is to show on an iPad and how much cleaner the presentation is.  We heard just as many people point out that they prefer the portfolios –even though they are starting to feeling big and bulky – because the iPads are just like websites and they can go online anytime.  There was no argument that people still like the printed pieces.

One way we utilized the iPad this time was to create multiple and varied portfolios.  Not only did we have portfolios for each photographer but we created ones that showcased images from a particular category/specialty as we do on our website.  A few people came by the booth and asked to see people shooters or landscape shooters.  The iPad was a great tool to get them looking at who in our group photographed in the style of the specialty they were looking for and then direct them to the particular portfolio.

•  It was time for a change.

I have been going to LA every January for at least the ten years.   I make the rounds, host an occasional party and enjoy dinners and lunches with clients that have long ago become friends.  The portfolio shows are always well attended and I leave feeling successful.  LA has always been good to our group so it is a nice week and a good chance to say thank you.

While we did not have the one on one attention of a portfolio show, we did still get to see everyone.  Many reviewed the work and all took our promos.  And, most importantly everyone was focused.  No one was running off to check emails or race to a meeting.  It was social and fun and a reminder of how far strong relationships go in our business.

•  More people attended from out of town than we have expected.

While it is well known that people come from all over to attend the NY and London Connections event, we were not sure those same people would come to LA.  Our expectation was that if we could connect with clients from LA then it would be a success.  Well, our expectations were surely exceeded.

Maybe it was the weather back east, but our booth hosted many visitors from NY, Chicago and Minneapolis.  Friends and clients from Seattle and San Francisco made a good showing as well.

We heard over and over again how Connections LA was like what Connections NY was when it first started; “Smaller and more manageable.  Friendlier and much more accessible.”

•  And, finally, the new connections we made were invaluable.

The atmosphere was casual and non aggressive.  People could come up and say hello easily or could choose to review work without feeling the need to introduce themselves.   That said, most everyone did introduce themselves.

There was a large number of interactive companies, freelancers and client direct attendees.  For us, these are the hardest names to come by and these people came right up to us, introduced themselves and happily gave us their cards and asked us to keep in touch.

We came away with a long list of new names to add to our database.  On that list are about 5 really amazing targets that the feeling was mutual that someday, sometime soon, we will be working together.

And, isn’t that what it was all about?  We would love to hear your experiences, please do share.

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Who ever said "Showing up is half the battle?"

Over the years we have been hosting what we call ‘Portable Portfolio Shows.’  These are shows at agencies that we are not able to get to in person so instead send all the elements and the art buyer helps us to host it.   We make it really easy – everything is self contained.  We send  the books, some leave behinds and some itunes cards to raffle off and return fedex forms all is one big box with easy to follow instructions.   As well we coordinate some unique treats.

The nice thing about these shows is that the agency can be flexible with their timing and they can leave the books out for as little or as long as they like.  Sometimes it even works better because we AREN’T there and the creatives feel less pressured to look.

Our first one in our upcoming series was hosted by Jeri Singeltary at Fitzgerald + Co. We knew it was a big success when we received her email (of course we are sure the doughnuts from Sublime Doughnuts didn’t help at all!).

Here is what Jeri had to say,  “The event went WONDERFULLY!! I must tell you, that’s the way to do portfolio reviews!  The guys felt much more at ease and able to come and go without having to make small talk (Not that we don’t like meeting with you guys, but on busy weeks like this they like to be able to pop in and out. )  I left the showing up for a few hours and we had a GREAT turnout!”

Who ever did say ‘showing up is half the battle’ surely wasn’t a rep!

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2008 Fall Focus

Catching the back to school buzz…

Heather Elder Represents presents this quarter’s blog update with a fresh Fall approach. Instead of simply sharing what our group has been jamming on, we are also sharing the buzz Jennifer Toro, from our New York office, caught at a recent portfolio show. The show: Delectable eats, groovin’ tunes, intriguing creatives and a stellar lot of portfolio work, added up to a primo show. (And no sign in sheet which tends to blow some minds.) The focus: Making connections through great conversations, then building the creative relationships from there.

Agency Vibe

The guests: open-minded ADs & ABs, chatting it up about art, agency life and everything in between. The setting: Edgy lounge music piped into an intimate conference room. The food: home baked and organic mini bacon & chive and spinach quiche, blueberry scones, cranberry cornbread loafs, muffins, bagels, multi-grain bread and spreads, yogurt and granola.

The Highlights

David Martinez-Popular with the ladies

Inspired by the hot bods in David Martinez’s book, a daring AD shared her personal brainchild called, Rent a Buddy™ Rent a guy for the day, exactly like the body hunks in David’s beach shots to entertain you by the shore with male attention and suntan oil. We laughed that it was a great concept but would never get off the ground because someone, somewhere, sometime…you can imagine.

“I’d rather be there,” a woman with great (and I mean great) curly hair said while pointing to a quintessential chill out beach shot of David’s. Beach, hair, hello. “My hair has only looked as good as your hair about 5 times in my life after a day at the beach,” I replied. She quickly blurted out her hair care products and curly hair regime. (Hey, it’s not always about the work.) Many thanks to David Martinez and the hot body hunks in Hawaii for my new hair style to come.

Noel Barnhurst-Take a shot

I engaged with an AB working on an alcohol campaign. He had recently shot lifestyle and the client unfortunately was not happy with the final shots although very happy on set (such a bummer when that happens.) Their solution was to rely on post to change the look completely. I pointed out Noel’s drinks portfolio. The agency will be shooting a still life concept in three months. I offered to send drink promos from our NY office and keep in touch.

Hunter Freeman-Feline friendly

Hunter’s fat cat image was a reoccurring topic of conversation due to a last minute Tidy Cat pitch with 10 lounging cats occurring in the agency’s main conference room. Hunter’s pic was an easy segue into a story that had been all over the local news about a 44 lb. cat abandoned by his owners because they could no longer feed him. This made for easy conversation with 6 ADs who had cat on the brain.

Ann Elliot Cutting-Popular with the promos

Of all the promos I collected from the office, for some reason I felt inspired to grab 4 different varieties of Ann’s (which is unusual). My instinct was on the money. All of Ann’s promos were gone by the end of the show. I overheard an AD raving to her fellow creatives that Ann’s style of photography was her fave photography to review, “Obscure, highly conceptual and strong.” I followed up with her by mailing out a sampling of the promos that had been grabbed up.


Smithson-Greenland & sexy bikes

“Jim’s style is unique for capturing gorgeous landscapes and perfectly integrating the product,” an AD commented while reviewing his Greenland portrait series. The Can Am bike shots were also a hot topic of conversation with the fellas. I’ve consistently heard over the year, “What kinda bike is that, who makes it?” This conversation has happened verbatim at a bunch of agencies throughout the year and always makes me chuckle.

Closing time with Andy Anderson

“We’re creatives, we see too many books, and no one stands out unless a Rep really makes the effort to get info to us upfront and at the get,” was his opening line. This AD went on to share his opinion of the most effective way to run a portfolio presentation and connect with ADs. It would look something like: immediately address each AD and ask what they are working on, direct them towards a photographer, gather their contact info and follow up with an e-mail link to the website.

We get this approach but we also know that great conversations lead to great relationships.

While reviewing Andy’s book, I mentioned I wanted to visit Idaho and see the small, serene town I imagined Andy lived in–a stark contrast to the international traveling photographer illustrated in his portfolio. While looking at Hunter’s book, we shared a laugh. I mentioned that this AD looked and sounded eerily similar to Hunter Freeman. Upon closing the final portfolio, he returned to the first. “I like this guy, Andy Anderson.” He volunteered that his team was working on a 2nd photo shoot for a drug company looking to shoot in a natural setting such as New Zealand. From looking at Andy’s Iceland shots, he’s thinking it would be a great match. They’re not shooting yet but, he wants me to follow up in three months. Golden.


Bowman-Appointment Addendum

On a recent AB appointment at a different agency, the Senior AB raved that David was her favorite photographer in the industry. She loved-loved-loved David’s work so much that she requested a visit the next time he was in town. “I want to say hello and personally shake the hand of a fellow mid-westerner to thank him for bringing me back home.” She has followed David’s work through promos, which spurred a log onto his blog to get the behind the scenes scoop. Psyched about his recent appearance in Communication Arts, she’s looking forward to our visit soon. Check out this article featuring David’s Minnesota lake series–