How do I become a Canon Ambassador?
Canon receives a lot of enquiries from people asking how to become an Ambassador, with many wanting to know more about the selection process. Photographers and filmmakers around the EMEA region are proposed by their local Canon office (usually the Canon office in the country they live in), and then reviewed by an independent admissions panel.
"The regional offices nominate a shortlist to the central Canon EMEA team," Susie explains. "The offices may already have been through rounds of discussions about who we might want to bring in. We work closely with the regional offices so they can provide us with as much information as they can in terms of our selection criteria.
The next stage relies on the selection panel, which consists of independent experts representing a variety of styles and genres, analysing each shortlisted portfolio using a fixed set of criteria.
A frank conversation follows, and panel members then put forward a list of candidates they believe are eligible. "It's a very long and thorough process," says Susie. "We respect the opinions of the panel because they're able to cast their eyes over things we wouldn't see. They know how active the nominee is in the industry, how their work is perceived and also if they've got upcoming exhibitions and awards."
In terms of who is chosen, "There's no one single factor we're looking for – there's a blended approach looking at the photographer's work, the awards they've received, how active they are, their stories and presentation skills and more," says Susie.
"We also look at what they can bring in practical terms, such as taking part in trade shows, events and workshops. They also create content which helps us to launch our most important products. This is done either through interviews because they've had a chance to get their hands on the products, or because they've got a story that can highlight the capabilities of a product. We saw great examples of that with the Canon EOS R3 launch, where Ambassadors were able to talk about their experiences in practical terms – how they tested the camera, how it felt, how it gave them a different angle on their story.
"My advice to those wanting to be part of the Ambassador Programme is don't sit and wait," she continues. "Make sure we know who you are, that we see your work, that you've built a profile for yourself and thought about what your Ambassador submission would be."