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I was delighted to see David Braun comment on my last post, which sparked a discussion between us about the use of visuals in our newly relaunched employee magazine at SAP. David is a photographer based in Las Vegas who has worked frequently for SAP, tirelessly capturing events like the annual customer event (SAPPHIRE), often held in David’s hometown. He also shot the cover photo for the second issue of our relaunched mag, which features an American colleague. (We aspire to portray employees from all over the world; our next covergirl is from Argentina).

When I first began working on the SAP employee magazine four years ago, we had one photographer whom we called whenever we needed photos to illustrate a story or an interview. He always asked, “What do you want, a portrait?” At that point, I honestly didn’t know what the choices were. He cultivated a war correpondent look, military style vest with lots of pockets, and his heavy equipment over his shoulder. But gradually we phased out his involvement. The art director at our agency grumbled that he submitted a DVD with 200 washed out shots, including all the ones that were out of focus, or where people had their eyes closed.  And I had calls from executive assistants and secretaries, gently indicating that his behavior was not always top drawer.

So we cast our net a little wider. We knew we needed better photographs, fewer headshots, and more dramaturgy to the layout. “More drama, baby,” as a local American TV celebrity says. We cast our net as far as Bangalore and Beijing, and discovered a number of wonderful photographers, all of whom I can highly recommend. To be fair, I only want to recommend one per region, or one in the regions where we most often need a photo shoot. Here is my final cut:

David Braun has covers the Las Vegas – Bay Area for us. SAP has a development lab in Palo Alto, and David has done a lot of work for us there. He is very professional, delivers on time, even under hectic circumstances, and best of all – has a great sense of humor!

Carina Kircher is based in the Heidelberg area and covers a lot of the local work we have – executive interviews, team pictures etc. She took the photo in my previous post of our relaunch cover. Her first assignment for SAP World was to cover the company football (soccer) tournament. I was delighted with the results. 

 Finally, while in India, I had the pleasure of working closely with Mallik of ideogram, whose business in Bangalore caters primarily to customers who want visuals for advertising campaigns. Mallik has a fine arts background that informs his work with a refined aesthetic. The quality of his work was exceptional. Look for his corporate work – including shots of SAP folks – on his website.

In advertising and publishing, the mantra is that design follow copy. Copy comes first. I would love to hear the thoughts of others on this age-old, thorny topic.


  1. Nice to see you writing again, Ange.

    Out of curiousity, how does a magazine such as yours cast a net worldwide for photographers?


    • We simply contacted our marketing and communications colleagues in the cities or regions where we wanted to hire, and they recommended people. The net is a really a network.

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