How to apply advertising thinking to your own marketing

I am just over midway through the last Bootcamp programme of 2026.

This cohort has been getting the rollout of an updated version of the programme, something I do every few years to address the changes in the world, so that it’s as relevant as possible.

An understanding of what’s happening in your audience’s world is a key aspect to marketing yourself well.

The best ad agency creatives are always thinking about how they can help a brand by attaching it to news and events which already have lots of visibility. On a large scale think Olympics and World Cups.

On a small scale, something as simple as a local weather event can be great way for local brands to bring value and help consumers with what they need at that moment. And even make an award-winning campaign.

And brands are always collecting consumer feedback, conducting market research and watching the performance of their products and services for buying behaviour.

As a lens-based image maker you can do this too, and no – I’m not suggesting you ask them to complete a poll!

Consider meeting with your existing clients and asking them what their challenges are when hiring photographers, and what would make this process easier. It’s a great excuse for lunch or coffee and you might walk away with a job, as well as some really helpful intel. Use it!

Identify local and global events and make personal projects which show your perspective, like Hubert Kang did in his Chiang Mai project ‘Superstars’ (above), photographed as his response to the over-hyped FIFA world cup.

And keep looking for opportunities to be the solution to your target audience’s problems.

After all, you have the talent and skill. It’s just a case of discovering where they’re needed.