2023 - A Most Challenging Year

I think a lot of us creatives, marketeers and anyone in the advertising space are feeling it right now - 2023 has been one seriously tough nut to crack. Whilst things aren’t anywhere near as bad as they were during the pandemic, the first seven months of this year have certainly felt like an uphill battle in comparison to 2021 and 2022, with both of those years exceeding expectations.

Gaining any kind of consistency has proven to be the most difficult aspect of this year so far with clients rarely committing to large scale projects such as brand films, instead opting for smaller scale projects that can be achieved with more humble budgets. Given the economic climate and the cost of living crisis seemingly not going away anytime soon, this is to be understood and should be somewhat embraced. In my personal case, it’s frustrating because the best work we produce at FOSTER Studios are those story-driven brand films and they’re the pieces I’m most passionate about creating. But on the flip side, I am exceedingly grateful for any project that lands at the business’ feet - whether that’s taking company headshots, covering an event or filming a simple interview.

2023 has been a stern reminder of just how difficult it actually is to acquire new clients, especially in a market where nobody is spending big bucks on creative production. This is something I have perhaps taken for granted over the past few years as business seemed to naturally evolve without much outreach being required and on that note one thing I think a lot of us agree on is that word of mouth, reputation and a more privatised network are the things that really drive business success - people ultimately want to buy from those they trust.

Whilst we don’t sign those we work with up to formal retainers, having an established client base that keep coming back with new projects is what keeps the lights on. Without that foundation, this year would be a genuine struggle - so thank you to all of those that keep coming back to work with FOSTER Studios!

In a world where social media in particular makes it very easy to give you the impression that everyone else is flying and you’re being left behind, the reality is that having spoken to a lot of creatives this year we are all experiencing the same problems. To combat that it’s more important than ever to excel in every job that does come your way, regularly post to social media, attain testimonials and ensure your website is up to date with your latest work. Those aren’t necessarily solutions, but they are the fundamentals that will help you gain more work further down the line.

Here’s to a strong second half of the year!