Who still uses day rates when hiring a photographer? This is what I'm seeing...

Part of the industry is clinging to day rates meanwhile another part of the industry is looking towards photographers to be the producer, creative director, editor, photographer, etc.

In other words:
1/2 the industry still relies on the "old model"
1/2 the industry is looking for a new model

Now, that is a bit confusing so, let us dive into which half is doing what.

The 1/2 of the industry using the old model of day rates, photo reps, etc. are the legacy brands and agency world. So, think Satchi & Satchi, Coca-Cola, Ford, Oglivy, Garmin, etc. Why? Because it is the model they have built and it works. Moreover, they are more confined to budgets given to them and set day rates let them know if they can afford the photographer.

Meanwhile, the brands who are social first, or just a younger more agile brand, are moving away from day rates with photographers because they are handing over a full project to the photographer and letting them "do their thing". This is most common in the social space, but larger and larger brands are following this model. So, what does it really look like?

Brand has an idea, reaches out to the photographer and says, "We have $5k, can you build a library of images for us to use on social around product x?"

The photographer can negotiate, but for the sake of simplicity, let's just say they agree. That photographer is now acting as a solo-agency (assuming they don't have a team), so they are;
-storyboarding
-finding models and paying them
-location scouting and doing the permitting
-getting things approved by brand
-building and paying for the team
-shooting the project
-culling the images
-editing
-delivering

That's the life of a solo-agency owner…