How to Price Creative Concepting Fees in Photography and Production

Q:

What should you charge for the creative concepting fee? Is it based on a % of the creative fee? Overall budget?

A:

I base the creative concepting fee on the amount of time it will take you. It is ultimately the same equation as the shoot rate of the creative fee minus the usage amount. Of course, this is adjustable to fit into your budget, as there is no absolute structured fee for this, but my approach is time + stand-alone talent = money.