"Kimberly's appointment is a continuation of what we've been doing over the past few years, which is to focus beyond the traditional editorial market," says CEO Stephen Mayes. "We've had success with this, and what we realised from this is that it's not just a new way of creating revenue, it's much bigger than that. It's about partnering with people who bring different skills, knowledge and expertise and really allow us to do more."

He adds: "It expands VII's mission and allows our photographers to do more. It's challenging of course, as we transition from the old and familiar model, but it's also very liberating as it's taking us in new and exciting territories to reach different audiences."

Before joining VII, Soenen led Unspun, a public relations and communications firm specialising in visual, media and performing arts consultancy. Soenen also handled public relations and communications strategy for a range of clients such as Erika DuFour Photography, the National Press Club and Kartemquin Films.

Soenen first started her career as a communications manager for NPR, before moving to the Chicago Tribune Media Group in 1999. She has also worked as a freelance writer for titles such as LA Weekly, Milk Magazine, and the Chicago Tribune Sunday Magazine, among many others [see Soenen's LinkedIn profile here].

"I think it's an exciting time to be with VII," she tells BJP in a Skype call. "The agency's first 10 years were defined by our impressive editorial reach and projects worldwide. We're still recognised for that, but it's a good time for the agency to drive more group projects. I'm also interested in extending on each of the projects individual photographers have been working on over the years, and folding in new clients."

She adds: "My interest is, of course, in visual storytelling, but also in uncensored and unfiltered truth-telling. That's where I think VII excels. Our independently produced projects are very impressive, and companies on the commercial and corporate sides are beginning to recognise this integrity, and what it can do for brands."

The agency's goal, says Mayes, is to create new avenues and platforms for its photographers. "We have to provide a context for these stories."

For more information, visit the VII Photo website.