World-renowned Sports Photographer Lynne Cameron Joins SmartFrame


SmartFrame Technologies, a UK-based technology provider specialising in image streaming, has appointed Lynne Cameron as Regional Manager – Oceania.

Lynne Cameron

One of the world’s most respected sports photographers working today, Cameron has garnered much acclaim throughout her career.

Cameron brings vast experience working with elite teams such as Manchester City F.C. and the England Women’s National Football Team, and has previously served as the official photographer for Rangers F.C. and the Scottish Rugby Union.

She has captured some of the world’s most prestigious sporting events and has complemented her award-winning photographic career with consultancy work for major editorial and commercial brands, in addition to serving as the Vice-Chair of the British Press Photographers’ Association (BPPA).

Cameron will be a key relationship manager for SmartFrame’s New Zealand Rugby account and will continue to be based in New Zealand.

She will work closely with Joel Miller, Global Director of Content, and Jennifer Clements, Global Director of Publishing, developing relationships with publishers, photo agencies, and libraries in the APAC region.

Alongside her new responsibilities, Cameron will continue to capture official images for the New Zealand Rugby Official Photography Library.

SmartFrame is transforming the digital image file format and distribution model, while simultaneously changing the terms of trade of image assets.

By moving the industry away from a low-cost JPEG-licensing model – a $4bn industry that has been in terminal decline for over a decade – to a free, embeddable file format with an in-image advertising revenue share for both publishers and content owners, the company is creating a fairer, more transparent, and more prosperous industry.

It’s estimated that $376bn will be spent on contextual advertising by 2027 due to the demise of the third-party cookie, a sizeably larger revenue opportunity than the image licensing market currently offers content owners.

Rob Sewell, CEO of SmartFrame Technologies, said: “Having worked with Lynne on the deployment of the photography services for New Zealand Rugby, and seeing first-hand what an exceptional photographer and human being she is, I’m delighted to bring her into the SmartFrame team.

“She is an amazing asset with a well-rounded skill set, and she will add significant value to the business.”

Cameron said: “I’m very excited to be joining SmartFrame at this time, and to be working even more closely with New Zealand Rugby and other major sporting brands, while being able to continue photographing athletes in the high-performance sports environments I’m passionate about.

“I look forward to helping the company’s growing roster of clients get the most out of what are clearly industry-leading services, and fostering new relationships with an even broader pool of content owners and publishers who are keen to adopt SmartFrame’s model.”