Hinz&Kunz instead of Schiffer&Fässler
Many advertising agencies do without expensive professional models and rely on amateurs
Many advertising agencies are foregoing expensive professional models and opting for amateursBy Annelies Friedli Gone are the days when only the most beautiful and best models were good enough for a campaign: In the poor economic climate, agencies are turning to cheaper amateur models. But it doesn't always pay off to cut costs.
Their faces are not perfect, their figures not ideal. Nevertheless, more and more amateur models are playing the leading role in advertising. In the SBB poster by Jung von Matt/Limmat, two rockers adorn the walls. In the Swiss Family TV ad, a brunette lolls around in bed.
"The proportion of amateur models has risen sharply in recent weeks," says Lilo Killer, freelance art buyer. The advertising scene estimates that more than 50 percent of models today are amateurs. "The recession is forcing agencies to hire cheaper amateur models," says Yves Spink, art buyer and agency producer at Euro RSCG Zurich. An amateur model in Switzerland costs 350 to 900 francs per day. 2000 to 14000 francs for a professional model. "What's more," adds Killer, "there are no copyrights and usage rights to consider for amateur models, and that makes the whole thing easier." Copyright, usage rights and high daily fees: The days of booking a professional model for a campaign out of convenience without looking for a cheaper amateur option are over.
Amateur models come to the casting in their own clothes
Hinz and Kunz instead of Schiffer and Fässler is the new motto. The professional model agencies are at a disadvantage. They are currently receiving far less attention from advertisers. "Demand from the industry is declining," confirms Ursula Knecht, owner of the Zurich-based professional model agency Option. She does not want to reveal exactly how big the slump is. Christine Brenner, booking manager at the Zurich professional model agency Fotogen, explains: "We rarely book models for advertising."
"Nowadays, many agencies think very carefully about whether they really need a professional model before they book one," explains Hans Siegwart, CD and Managing Director of By Heart. This was also the case with the butter campaign for which he is responsible: He and his team had cast seven models. Three of them were amateurs and four were professional models. But only top model Sarina Arnold had what everyone involved wanted: Naturalness and the right charisma plus dialect. "Sarina was the best fit for the campaign. And that was worth signing her up," says Siegwart.
But Sarina Arnold remains an exception, as proven not only by the facts, but also by a survey conducted by WerbeWoche: many advertisers book amateur models more frequently, and not just for cost reasons. "They are more genuine, more credible and simply come across better," explains Spink. Barbara Brandmaier, co-director of Sheriff Enterprises, the production company for location scouting, casting and production planning for TV commercials and campaigns, has a similar view: "A model simply has to be credible and authentic. And this is guaranteed with amateur models."
To emphasize the authenticity of the models, amateur model agencies have come up with something special: they only let their models come to the casting in their own clothes. Christa Stutz, owner of the amateur model agency Special: "With us, everyone is just as they are in real life."
The reality is different for professional models: they often wear jewelry or clothes that they never actually wear - such as Claudia Schiffer, who is advertising for the German mail order company Otto for the tenth time this year. For Markus Ruf, Creative Director and co-owner of Ruf Lanz, one thing is certain: "Professional models have lost a lot of credibility. People now know that Miss Switzerland only wears Vögele fashion because it's part of her well-paid contract. And that she tends to shop at Mango, Big or Kookai in her private life."
He rarely uses models in his campaigns and says: "Good ideas often don't even need models to realize them. He cites insurance advertising as an example: "The Mobiliar damage sketches look much more honest than all the campaigns with happy smiling model families who assure us how well insured they are."
And if he does choose a model, then one with a fresh, unknown face - like his current favorite model. She's 78 years old, her name is Alice Kislig, she's blind - and she didn't miss the opportunity to play the leading role in the TV commercials for the Mühlehalde home for the blind, including a stunt (see also page 10). She discovered Ruf at the home for the blind. "Once the concept was available, the home management asked the residents if anyone would like to take part in the commercial." Alice Kislig did. And she did it for free.
However, most amateur models look for and find agencies at special agencies. Take Mad, for example, one of the leading agencies in Switzerland. The agency has 2500 amateur models on its books. "Our range is very broad," says agency owner Zaruhi Takfor. In addition to the price - "730 francs per day, 260 francs for the first hour, 70 francs per additional hour" - this is decisive for the growing demand from advertising agencies.
However, more and more advertising agencies are also turning to street casting in their search for the right model. "It's cheaper and brings in new, fresh faces who have never done any advertising for any product before," says Spink. For Christian Grund, photographer at the Zurich agency Grundflum, one thing is certain: "Street casting also has disadvantages. The people you find on the street are less reliable and sometimes don't show up for appointments." Takfor adds: "If an agency thinks that street casting is cheaper than booking an amateur model through an agency, they are mistaken: it often takes hours to find the right model." With her, on the other hand, you "only" have to fork out 170 francs a day to get the right model.
To avoid losing more orders, the professional model scene has responded with price dumping: "The prices for a model have fallen by up to 20 percent in recent months," says Siegwart. Even in Paris, Milan, New York or London, you can find professional models working for less than they did a few months ago. "Fortunately," he says. For him and the majority of his colleagues, one thing is certain: "For some jobs, you can't avoid professional models. You can't advertise for Gucci, Prada or Dior with an amateur model. If some amateur model looks down from these posters, nobody will buy it," says Siegwart.
Their faces are not perfect, their figures not ideal. Nevertheless, more and more amateur models are playing the leading role in advertising. In the SBB poster by Jung von Matt/Limmat, two rockers adorn the walls. In the Swiss Family TV ad, a brunette lolls around in bed.
"The proportion of amateur models has risen sharply in recent weeks," says Lilo Killer, freelance art buyer. The advertising scene estimates that more than 50 percent of models today are amateurs. "The recession is forcing agencies to hire cheaper amateur models," says Yves Spink, art buyer and agency producer at Euro RSCG Zurich. An amateur model in Switzerland costs 350 to 900 francs per day. 2000 to 14000 francs for a professional model. "What's more," adds Killer, "there are no copyrights and usage rights to consider for amateur models, and that makes the whole thing easier." Copyright, usage rights and high daily fees: The days of booking a professional model for a campaign out of convenience without looking for a cheaper amateur option are over.
Amateur models come to the casting in their own clothes
Hinz and Kunz instead of Schiffer and Fässler is the new motto. The professional model agencies are at a disadvantage. They are currently receiving far less attention from advertisers. "Demand from the industry is declining," confirms Ursula Knecht, owner of the Zurich-based professional model agency Option. She does not want to reveal exactly how big the slump is. Christine Brenner, booking manager at the Zurich professional model agency Fotogen, explains: "We rarely book models for advertising."
"Nowadays, many agencies think very carefully about whether they really need a professional model before they book one," explains Hans Siegwart, CD and Managing Director of By Heart. This was also the case with the butter campaign for which he is responsible: He and his team had cast seven models. Three of them were amateurs and four were professional models. But only top model Sarina Arnold had what everyone involved wanted: Naturalness and the right charisma plus dialect. "Sarina was the best fit for the campaign. And that was worth signing her up," says Siegwart.
But Sarina Arnold remains an exception, as proven not only by the facts, but also by a survey conducted by WerbeWoche: many advertisers book amateur models more frequently, and not just for cost reasons. "They are more genuine, more credible and simply come across better," explains Spink. Barbara Brandmaier, co-director of Sheriff Enterprises, the production company for location scouting, casting and production planning for TV commercials and campaigns, has a similar view: "A model simply has to be credible and authentic. And this is guaranteed with amateur models."
To emphasize the authenticity of the models, amateur model agencies have come up with something special: they only let their models come to the casting in their own clothes. Christa Stutz, owner of the amateur model agency Special: "With us, everyone is just as they are in real life."
The reality is different for professional models: they often wear jewelry or clothes that they never actually wear - such as Claudia Schiffer, who is advertising for the German mail order company Otto for the tenth time this year. For Markus Ruf, Creative Director and co-owner of Ruf Lanz, one thing is certain: "Professional models have lost a lot of credibility. People now know that Miss Switzerland only wears Vögele fashion because it's part of her well-paid contract. And that she tends to shop at Mango, Big or Kookai in her private life."
He rarely uses models in his campaigns and says: "Good ideas often don't even need models to realize them. He cites insurance advertising as an example: "The Mobiliar damage sketches look much more honest than all the campaigns with happy smiling model families who assure us how well insured they are."
And if he does choose a model, then one with a fresh, unknown face - like his current favorite model. She's 78 years old, her name is Alice Kislig, she's blind - and she didn't miss the opportunity to play the leading role in the TV commercials for the Mühlehalde home for the blind, including a stunt (see also page 10). She discovered Ruf at the home for the blind. "Once the concept was available, the home management asked the residents if anyone would like to take part in the commercial." Alice Kislig did. And she did it for free.
However, most amateur models look for and find agencies at special agencies. Take Mad, for example, one of the leading agencies in Switzerland. The agency has 2500 amateur models on its books. "Our range is very broad," says agency owner Zaruhi Takfor. In addition to the price - "730 francs per day, 260 francs for the first hour, 70 francs per additional hour" - this is decisive for the growing demand from advertising agencies.
However, more and more advertising agencies are also turning to street casting in their search for the right model. "It's cheaper and brings in new, fresh faces who have never done any advertising for any product before," says Spink. For Christian Grund, photographer at the Zurich agency Grundflum, one thing is certain: "Street casting also has disadvantages. The people you find on the street are less reliable and sometimes don't show up for appointments." Takfor adds: "If an agency thinks that street casting is cheaper than booking an amateur model through an agency, they are mistaken: it often takes hours to find the right model." With her, on the other hand, you "only" have to fork out 170 francs a day to get the right model.
To avoid losing more orders, the professional model scene has responded with price dumping: "The prices for a model have fallen by up to 20 percent in recent months," says Siegwart. Even in Paris, Milan, New York or London, you can find professional models working for less than they did a few months ago. "Fortunately," he says. For him and the majority of his colleagues, one thing is certain: "For some jobs, you can't avoid professional models. You can't advertise for Gucci, Prada or Dior with an amateur model. If some amateur model looks down from these posters, nobody will buy it," says Siegwart.
