Authentic photography used to be commonplace – an essential part of advertising up until the late 90s. The advent of stock libraries saw a decline in original photography, and an increase in staged and generic images, to the point where it’s not uncommon to see multiple corporates using the same clichéd and unemotional image. We think this is bizarre as stock images can end up being as expensive as commissioning your own shoot. So in 2018, we will be encouraging our clients to invest in original photos, and we have suppliers lined up at all price points as well as in-house capability for certain jobs. We want 2018 to be the year of authentic and truly effective photography.