Getting a Commercial Agent

Posted by on Jun 27, 2014 in Gren Group | 6 Comments

We’ve added some new talent to our roster recently, and with that often comes questions from photographers about how to find representation.  So this is for you, the aspiring photographer searching for that perfect relationship with an agency representative. There is (as of this writing) no for the photography industry – so we are are going to summon up 18 years of experience and give you the tools for your big search.

Rather than writing a long dissertation on the process of finding a rep, we’ve decided to give you a Cliffs Notes version – a handy, tried and true list to follow throughout your search.  Please keep in mind this is aimed at photographers who are interested in working with agents who have mostly commercial clients.  The TOP TEN Do’s and Don’ts below will vary based on your objective.

Here goes:


DO know that we get between 15 and 20 unique photographer requests each month.  We may add just one new photographer a year, so you really need to stand out.
DO your research.  Personalize your message to the rep you’re reaching out to and reference something worthwhile and specific.  Find some common ground.
DO prove your business model.  Show us that your own photography skills and marketing efforts have gotten you enough work where you need a business partner to help manage your growing business.
DO know thyself. What kind of photographer are you?  Fashion?  Lifestyle?  Conceptual? Still Life?   You should come to us already with a strong brand and self identity.  We should be able to ‘know’ you in 90 seconds or less.
DO support the US Postal Service (before they close your branch)!   Mail us samples of the great promos you’ve been sending to clients.
DO share your most recent commercial success stories – recognizable brands really get our attention.  This is kind of a ‘what have you done lately’ business.
DO tell us about the industry trade shows you’ve attended and the Art Producers or Creative Directors you’ve met with recently. Feel free to name drop – we may have connections in common!
DO be respectful, appreciative and humble.  A good personality goes a long way.
DO be patient and realistic.  This is a relationship business.  It can take years for the rep to build relationships with both clients and photographers.
DO have a reasonable advertising & promotion budget.  Attracting the attention of ad agency clients, and building relationships with them, can require an extensive financial commitment.


DON’T email us generic comments like “new website!” or “just want to take my photography to the next level”.  Be creative – include the whats, whens and whys.  First impressions are important!
DON’T worry if we don’t get back to you right away.  We make every effort to respond to all requests – which can sometimes take several days or weeks, depending on our workload.
DON’T be a beauty, fashion, conceptual or product photographer if you’re reaching out to us.  Nothing personal, just not our area of expertise.  Do your research first, and know the agent – there are plenty of great reps who market celebrity & automotive work.
DON’T  be lazy.  Success in this business requires a ton of ambition, passion, and a positive outlook.  Enthusiasm is contagious – clients and reps can feed off your energy.
DON’T worry if most of the projects come from your leads in the first year or two.  That’s to be expected.  After all, you’ve been promoting your own commercial work for the last 5-10 years, and we’ve just gotten started.
DON’T send us a personal Facebook request after just one email.  We’re big fans of social media, so show us you know the difference between networks like LinkedIn, Twitter, etc …
DON’T be a photographer with only personal, fine art or wedding work.  It may be beautiful, but we are advertising assignment reps – the work must be commercially viable and contain high production value.
DON’T be a prima donna. Character is very important – we prefer humble, appreciative, collaborative and genuine.
DON’T get bogged down into thinking that you must have a rep to build your business! Plenty of great photographers have achieved commercial success without representation.
DON’T get frustrated if you have no luck getting a rep in the first few months (or years) of trying.  Take that as a sign that you have to continue working harder and smarter to appeal to an agent.

Hope this helps a little.  The right photographer/agent partnership can be a great thing – creative, challenging, lucrative, rewarding and fun.  It’s also a lot like a marriage, whose success relies on mutual understanding, respect and communication.  And like a marriage, know your partner well – maybe even consider living together for awhile first – the goal is to be together for a long time.

Good luck in your search!


  1. Jess | Aoudad Sheep Hunting

    It is really very important to find the right people who can help in the successful accomplishment of your tasks. The tips you shared will surely serve as dependable guidelines for a lot of people.

  2. tggadmin

    Thank you Jess!

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  4. John McDermott

    Thanks for doing this. It’s great.

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