No one should blame “tight cash flow” for withholding money from independent creatives. It’s really not a valid excuse.
Too many massive brands think that because you are a solo photographer, a boutique designer, or a freelance videographer, you will just quietly sit and wait for your money while they use your hard work to drive their sales.
A shocking new case I recently handled at my office proves exactly how brutal this sector can be – and why creative startups need to stop being polite.
Approved work, ignored invoices
An independent photographer was hired by a major high-street retail brand to shoot a campaign. The photographer did the work, delivered the stunning assets, and the retailer happily approved them.
All was well until the invoice was sent, and then nothing.
The corporate did what I see far too often with small suppliers. They ghosted the photographer, sitting on the cash to protect their own balance sheet, completely ignoring the fact that a small creative business has rent to pay and gear to maintain.
This photographer didn’t back down. They brought the case straight to the Office of the Small Business Commissioner, and we got the retailer to pay up.
Tight retail cash flow is no excuse
I know how tough running a business on the high street is right now. But if a brand can afford to launch a campaign, they can afford to pay the person who created it. Full stop.
When a business uses a creative’s photos to sell products, but refuses to pay the invoice, they are essentially taking an interest-free loan from an independent entrepreneur. It is lazy, it is unethical, and it stops now.
Creative skills are the lifeblood of modern retail marketing.
Emma’s pro-tip: protect your creative assets
If you are a creative startup dealing with retail clients, financial control is your ultimate weapon. Do not hand over all the power.
- Withhold the high-res files: Never hand over final, unwatermarked, high-resolution assets until a substantial deposit or the final payment is cleared. Your IP is your leverage.
- Set “Usage Rights” boundaries: State clearly in your contract that the license to use your images or designs is only granted after the invoice is paid in full. If they use them before paying, they are breaching copyright.
- Call in the heavy hitters: If a big brand ignores your emails for more than 30 days, flag them to the Small Business Commissioner immediately.
Emma Jones advocates for SMEs in the UK, ensuring they receive the resources they need to grow. With a degree in Law and Japanese, Emma has spent the last 25 years founding and leading multiple ventures, including Enterprise Nation and StartUp Britain, before being appointed as the Small Business Commissioner for the Department for Business and Trade in June 2025.
This content is contributed by a guest author. Startups.co.uk / MVF does not endorse or take responsibility for any views, advice, analysis or claims made within this post.
