After a career full of seeing cliche ridden photos used for B2B marketing initiatives, I believe I can confidently say that I am done, finished, can’t take it any longer!

For some reason the marketing community (yes I am talking to my peers here) continues to believe that photography does not have to be original. What does this mean? Well, for starters the problem with originality relates directly to three segments within the marketing world.

Clients. Yes, as clients we’re all guilty of cheaper and faster practices of developing creative, whether it is interactive, print, or packing (I am guilty as charged). We’d much rather report that we saved thousands in our budget on photography, only to produce creative that does not fully speak to our target audience.

Agencies. I know that agency folks (myself also included in this category) have the opportunity to push the envelope in terms of setting the example for our clients. We usually take the easy way out and resort to royalty free sites. Not that these are bad options, but they definitely don’t fit all of our needs in helping to differentiate our clients from their competitors.

Stock Providers. When it comes down to it, it is the stock agencies that are really putting the reigns on clients and agencies abilities to make photos their own. Why else would they post photos that are already cropped to the point that the creative cannot “be creative” with its use? Why would they provide a photo of people in a group, then not take individual photos? Or, if they did take individual photos, why would they not include individual photos of everyone in that group?

“But, I Don’t Do That!”
Come on, let’s get real here. Take a look at the image above. Where do you think this example came from? Some narrow-focused, underfunded vertical industry? Nope. I’ll stay neutral and not name names (NewsGator). Whoops. Did I say that out loud? This example was on one of their “promotional” pages… a company who is going after large enterprises, redesigning and refining their brand to speak directly to these decision makers (which I am a part of). Right now I am considering leading a full charge with Mr. Webster to make “promotion” a synonym with “crap.”

My Challenge To All Marketing Folks
If we all can step up to the plate, we can truly add value to the marketing process, rather than to water down consumers’ perceptions of what we offer. Let’s get crazy and think out of the box for once. We all have digital cameras today, why don’t we try to take some photos? We’re called marketing managers and art directors aren’t we? Do we need to rely upon someone else to make the wrong choices for us? If that doesn’t work for you, let’s hire a real photographer. I know, I know. I am really talking crazy now. You’re saying “that brings up the dreaded usage rights, ownership, etc.” That may be true, but there are many qualified students out there who are dying to get an opportunity to get their work into the mainstream. My experience is they are very adept at balancing the needs of the client in order to get some exposure.