The audience for Getty Images search daily for the perfect image to help bring their ideas to life. Our goal was to help change people’s perceptions of what stock imagery can be. Getty Images sets the bar in the category. They have more high quality images, more quality photographers and in-house expertise than any other imagery provider. They’re at the forefront of every global issue and cultural moment. They capture images that have the power to change people’s perceptions.
We used this insight to help redefine and elevate their brand, marketing, and social impact strategy around the notion that Getty Images is “In Search of Great.” We also built creative campaigns for them around this theme.
‘In Search of Great’ proved to be an effective rallying cry within the organization and set a new bar for the entire category. This platform provided a framework for Getty Images to bring attention to a multitude of social issues. Initially as a founding partner for the launch of the UN’s Global Goals initiative, and ultimately through its marketing campaign.
*A client of motive, founded by Jenifer Willig & Katie Harrison.