This is a comment based on observations of marketing accounts on Threads. A home for marketeers promising to change the world by shouting loudly about what they can do and will do with little evidence of what they have done. These are not people on the whole with photography training, knowledge or experience outside of paying photographers to fulfill their generic concepts. You may think I sound angry here or being unfair and judgemental. Maybe I am, but I’ve had enough of the kind of person who promises to make your personal-led business thrive in the digital landscape. You know what I mean.

These are people who describe photographers as ‘togs’ and see no issue with this. They look for ‘branding’ photographers. Again, they see no issue with this description and their search for people to provide ‘content’ to fill their clients social media boxes. Well, I do have a problem with this disrespect of photography and photographers and I stand up against it. I may be wasting my time but even futile protest is sometimes worthwhile in my opinion.

I have stood up on Threads commenting on this unprofessional approach and use of language. Always politely but also firmly. My feedback has been met with accusations, rudeness, defensiveness and arrogance. Not perhaps the most professional approach from people on social media claiming to be masters of the platforms. This does not seem to be a consideration to them when being challenged on how they are speaking to those they rely upon to provide them with the creativity they need to please their clients. I do understand that in a difficult climate many photographers are having to bite the bullet and work with these people, that is why I am standing up to be counted!

Unfortunately, a number of these posters have been female marketeers and therefore I have been attacked for ‘mansplaining’ (a word I mispelt in the original version of this article. A woman picked up on this and gave me the correct spelling. I have no problem with this in fact I thanked her). A ridiculous accusation as I am happy to feedback to anyone using unprofessional language concerning commissioned photography whatever their sex. Disrespect of photographers is not confined to any one gender and neither is my feedback. However, the one person/small group marketing sector does seem to be female dominated. Tell me if I am wrong!

I think the true issue is that social media has allowed a democratization of numerous creative practices which is good but at the same time it has created ill-informed sub cultures that are overly defensive of their online learnt approaches to the creative industries. I am not a dinosaur but I do respect the past and ways of working which are still in place and are mutually respectful and beneficial. These need to be learnt.

In my role as a lecturer on the MA in Professional Photography I lead at Oxford Brookes University I regularly speak with photographers burnt out by working for these kinds of clients. Fed up with the disrespect they are shown by those who have no recognition of the importance of a photographer and photography in realizing a successful outcome for a client. They come to me to reignite their passions and to reposition their practice. In this I try my best with some success. The reality is that they need to change their client base.

I started in the creative industries before the invasion of PRs, marketing executives and brand consultancies. A time when products were advertised and sold without their interference. I understand that times have changed but a website and a social media presence are not qualifications in professionalism. Or permission to give yourself a title or career you like the sound of. We all have to learn our trade and we are only as good, I believe, as those we learn from and listen to. Perhaps that is something people working in marketing would like to consider. If you want professional photographers learn to speak with them professionally!

Dr.Grant Scott
After fifteen years art directing photography books and magazines such as Elle and Tatler, Scott began to work as a photographer for a number of advertising and editorial clients in 2000. Alongside his photographic career Scott has art directed numerous advertising campaigns, worked as a creative director at Sotheby’s, art directed foto8 magazine, founded his own photographic gallery, edited Professional Photographer magazine and launched his own title for photographers and filmmakers Hungry Eye. He founded the United Nations of Photography in 2012, and is now a Senior Lecturer and Subject Co-ordinator: Photography at Oxford Brookes University, Oxford, and a BBC Radio contributor. Scott is the author of Professional Photography: The New Global Landscape Explained (Routledge 2014), The Essential Student Guide to Professional Photography (Routledge 2015), New Ways of Seeing: The Democratic Language of Photography (Routledge 2019), and What Does Photography Mean To You? (Bluecoat Press 2020). His photography has been published in At Home With The Makers of Style (Thames & Hudson 2006) and Crash Happy: A Night at The Bangers (Cafe Royal Books 2012). His film Do Not Bend: The Photographic Life of Bill Jay was premiered in 2018.

Scott’s book Inside Vogue House: One building. Seven magazines. Sixty Years of Stories is on sale now.

© Grant Scott 2025