Wfd blog 2

Marketing

19-08-2021

A picture paints a thousand words - World Photography Day

The power of a great photo should never be underestimated in marketing. This World Photography Day, our Content Creator, Patrick Jordan, looks at the importance of photography when telling your story...

As news consumption continues its pivot from print to digital — Ofcom highlights that 73% adults now view news online compared to 32% from print — it’s tempting to think the era of crafted press-quality photography has passed. But nothing could be further from the truth...

With the volume of online content we see daily reaching levels that threaten to overwhelm our dwindling concentration spans, the incredible power of photography to capture attention, improve understanding and sear messages into the minds of the viewer has never been more important.

Even if a headline image doesn’t make it on to a channel’s newsfeed; online articles, freed from the space and cost constraints of the printed page, now have plenty of room for multiple photographs that will help convey meaning as well as enhance impact and memorability. This effect isn’t anecdotal — evidence shows after three days most people recall just 10% of information they’ve read, but when a relevant image is added this is boosted to 65%.

The image effect is even more pronounced on social media. With a never-ending stream of content competing for the user’s attention — and the growing importance of social in driving traffic to traditional news websites — a captivating photograph can make the difference between a story being seen by millions or it quietly disappearing unnoticed.

On social media, images aren’t merely useful for grabbing the user’s attention: quantitative research confirms they elevate engagement with posts in a “significant and robust” way, with high-quality, professional photography proving particularly successful at driving clicks, reposts and likes.

In that context, developing a bank of quality, carefully planned and captured images to support media and digital activity should be viewed not as mere expenditure, but as an essential investment in ensuring a brand and its messages get the attention they deserve.

At SPEY this is at the heart of what we do — our PR, digital and creative teams work seamlessly with a talented network of videographers and photographers to bring our clients’ stories to life and deliver on their communications goals.

Here is an introduction, in no particular order, to five photographic briefs we’ve especially enjoyed working on recently.

The Perfect Collection, Whisky Auctioneer

    Whisky Auctioneer was charged with selling an extraordinary collection of 3,500 bottles of fine and rare whisky. We launched our award-winning campaign with rich photography set in the American Bar at Gleneagles, signalling the collection’s remarkable rarity, exclusivity and value.

    Photographer: Peter Dibdin

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    Benriach Reborn, Benriach

    To accompany Benriach’s relaunch, we produced photography that features the ruggedly beautiful distillery where the whisky is crafted—capturing the true spirit of the brand in images that accentuate the colours of the new packaging as well as the whisky’s summer-gold hue.

    Photographer: John Paul

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    People of the Cabrach, The Cabrach Trust

    Deep in Moray’s remote and haunting Cabrach a team of remarkable people are celebrating their rich heritage and culture, once devasted by the impact of the Great War. Our campaign to showcase their work was accompanied by photography that centres them and their dedication to the future of their place.

    Photographer: Peter McNally at RARE

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    Reopening the Copper Dog Pub, The Craigellachie Hotel

    Speyside hotspot The Craigellachie reopened their famous Copper Dog pub with a new menu. We supported the release with warm, highly-shareable lifestyle pictures designed to make the viewer’s mouth water—the Lobster Mac and Cheese having pride of place.

    Photographer: Esme Saville

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    From Grain to Glass, Lochlea Distillery

    Lochlea Single Malt, Scotland’s newest lowland whisky is entirely produced on a single farm. We brought our campaign to launch their first expression to life with images that tell a story of a place and its people, hard at work, as the seasons flow over the rolling hills of Burns Country.

    Photographer: Simon Forsythe at RARE

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