So what was this new policy really about? In my opinion, it was less about “going green” and more about managing the daily onslaught of sameness. Our mailboxes were crammed full with mailers depicting frosty mixed drinks, smashed cosmetics on plexi and fit, relatable moms made even more aspirational with a sun flare. The promos were showcasing the already familiar and as a result, most ended up in the recycling bin. It was disheartening to see photographers waste their money and resources on a strategy that just wasn’t appreciated.
Agencies are complicit in the creation of the uninspired offerings that set the tone for mailer expectations. However, Art Directors don’t need a rehash of past campaigns – they need to be inspired for the next. As a result, they are turning to social spaces like Instagram, Compfight and tumblr in a hopeful pursuit of the new. Perhaps social media is the new promo?
How will it end?
Well, if you are one of those photographers who is grumbling about them "twitterers and facebookers and all that wasted time... well...
You chose poorly.