Photographer's rep Heather Elder graduated from Boston University and started her career in an advertising agency on the east coast where she worked as an account person. While working on the Polaroid account, she realized her interest in photography; shortly after, she left the ad agency to become an agent and producer for a Boston-based photographer where she used her agency background to develop her own style.
Fifteen years later she is representing seven photographers, consulting with many others and hosting a stock photo Web site. She recently relaunched her site (on which visitors can search for photographers by specialty as well as name) and hired an associate in New York to help keep her finger on the pulse of what's going on across the country.
02.18.09
Handwritten Thank-you Notes
If you have a degree in what field is it? I have a BA in marketing and communications with a minor in ancient history.
What career path brought you to your current position? I was an account person at an advertising agency in Boston for three years and spent many hours on the Polaroid account. I also worked on a retail account that hired photographers. My exposure to photography led to a friendship with one of the photographers on my retail account. When I knew it was time to move on from my position, this photographer introduced me to Carol Kaplan, a photographer in Boston who was looking for a studio manager, producer and rep all in one. She took a chance on me and I learned a tremendous amount from that experience. From there I moved to San Francisco and decided to concentrate on just being an agent. Living in San Francisco and networking led me to my first photographer—Hunter Freeman.
What's the most unusual creative job/project/position you've ever heard of? Tough question. The first thing that comes to mind is when Hunter Freeman shot for Mattel and Barbie. Barbie came with her very own hair and wardrobe stylists who, by the way, made great day rates.
What was the most challenging position you’ve had to fill? When I was originally looking: finding someone to work with in my office. I was looking for a unique blend, someone who understood the creative process, could estimate, comprehend the database and work with clients. Since it didn’t offer any administrative staff to socialize with or rely on (there would be only the two of us, well three if you include the FedEx guy), the most challenging part was to find someone who didn’t mind being the only other person in the office.
What’s the most unexpected response to a interview question you've ever received? When I interview photographers who say, “I don't need to advertise or promote myself, people already know me and I am busy enough as it is.”
Where have you found some of your best candidates? I have a theory that you can learn a lot, about how to handle our industry and business, by being a waitress. As a member of a wait staff you have to serve multiple tables simultaneously, manage difficult customers and rewarding ones at the same time, serve both the back and front of the house, keep a smile on your face, and stand your own throughout. The rewards are directly related to who you are and how hard you work. There are days that are spent in the weeds. As it is with being a waitress, no matter what’s happening around me, as a rep, I need to make sure that each photographer, and client, feels like they are the only ones getting my attention that day.
What advice do you give someone ill-suited to the career path they’ve chosen? If your career path is your passion, you can’t give up. Find a market that is right for it. And, if you can’t earn a living at it, keep it as a hobby and figure out a different way to be a part of the same industry. (In the case of a photographer, maybe without being behind the lens.)
What is the most consistently recognizable trait of successful creative people? Open-mindedness.
What's your approach to balancing work and life? Surrounding myself with people who have the same approach to it as I do. And not forgetting what’s most important: At the end of the day, being proud of what I do and knowing that the reason I work is for my family and my life.
What music are you listening to? Adele, Sia, Alicia Keys, Corinne Baily Rae, India Arie, Joss Stone, oh and Hannah Montana—I can’t escape her with a ten-year-old daughter in the house.
You’re certainly a part of creative industries, do you have any creative hobbies? I love to take pictures of friends and family and make coffee table books.
What’s your favorite quote? “When you look at your life, the greatest happinesses are family happinessess.” —Unknown
Do you have any advice for people just entering their professions? Be persistent and don’t get discouraged. Be appreciative of people’s time and always send handwritten thank-you notes.
What’s one thing you wish you knew when you started your career? There’s nothing I wish I’d known because everything I learned along the way I needed to learn at that time.