Advice for brands wanting to overhaul their image to be more inclusive, and how to avoid woke-washing

In today’s digital world, one of the most effective ways of reaching and connecting with your target audience is through influencer marketing. Influencer marketing is when a company/brand partners with an individual to shape and drive consumer behaviour. Typically, the individual is a popular person in the industry, who is trusted by the target market, and can influence consumers to engage and use a brand’s product or service.

So you’re planning to commission a commercial photographer to shoot some images for you... but where do you start? The best way to kick off is to share a thoughtful and detailed brief with your shortlist of preferred photographers. Providing a good brief is the best way to help them ascertain if they can capture your creative vision and communicate it effectively on your behalf.