The RPS will use Max PR & Events to tap into the burgeoning number of young people interested in photography and boost its profile as a charity promoting science and imaging.
Sales of point-and-shoot compact cameras are booming, and competitive pricing of semi-professional digital cameras saw retailers struggling to keep up with demand last Christmas.
Agency founder and director Kate Bodoano said Max would be targeting 18 to 50-year-olds with a trade, consumer and lifestyle press campaign. ‘Although media relations will be a core element of the campaign, there is a strong focus on working with the sponsors that currently support the RPS,’ said Bodoano.
‘We will also be raising the profile of the major RPS events, including the International Print Exhibition, which is in its 150th anniversary year, and the International Slide Exhibition.’
The RPS currently has around 10,000 members and is open to beginners and pros. Max won the account after a four-way pitch.
Max is based in Richmond, Surrey, and was founded in 2000. Last summer it hired Trimedia associate director Nick Dudley-Williams.