Creative calls are part of the bidding process for advertising work. They give creatives a chance to assess their chemistry with a photographer, and they give photographers a chance to show their ideas—and their enthusiasm—for a particular job. When we asked Jason Lau, art and content producer at creative agency 180LA what advice he had for photographers about how to present themselves on a creative call, here’s what he told us:

“Sound engaged. Don’t go overboard and sound overly happy. We want to hear your ideas. This is a collaborative process. The work is what gets you in the door, but the steps that follow are about how you engage with us and how you collaborate. If you need maybe 20 minutes to have a Zen moment and pull yourself together [before the call], take that 20 minutes. In the 13 years I’ve been doing this, I can probably count on one hand the number of bad phone calls I’ve had. The agent will say: ‘How did that go? I’ll say: ‘To be honest, that was bad. You may need to pick it up in the treatment,’ or maybe we won’t even move forward with that person.”

Related:
How to Make the Most of a Creative Call and Write a Successful Treatment
Estimating 2.0: How to Price Ad Jobs for Print, Web and Social Media
Reps and Creative on the Importance of Treatments in Winning Commercial Jobs
John Keatley on Preparation and Client Relationships


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