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Redefining a profession – The Australian Institute of Professional Photography

The Australian Institute of Professional Photography (AIPP) is the association representing professional photographers, videographers and the industry more broadly. I was invited to attend their Awards evening, which recognised commitment to the association, as well as excellence in photography.

Photography is an unregulated profession that has become heavily commoditised, due to the prevalence of digital photography and cameras inbuilt into mobile phones, resulting in low barriers to entry. Consequently, anyone is able to call themselves a photographer, regardless of the quality or service that is provided.

The AIPP recognised these issues and developed its accreditation framework, establishing the standards of professional photography and videography, from both a business and technical perspective. In 2015 the AIPP’s accredited standards were recognised through the Australian Competition and Consumer Commission (ACCC) as a Certification Trade Mark, reinforcing the value of this designation.

AIPP accreditation

The AIPP Certification

The AIPP Accredited Professional Photographer and Accredited Professional Videographer is the result of a profession that has realised it needs to shape its own destiny, rather than slide into irrelevancy.

Other professional associations should view the work of the AIPP as an example of how to demonstrate member value and wider marketplace acceptance for an industry that experiencing significant disruption.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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