Getty Images readies first umbrella strategy

Getty Images, the media content company, has revealed the first ever umbrella strategy in its 16-year history as it looks to unify its imagery, music and video licensing services.

Getty Images

The B2B campaign will focus on mobile and social media channels in line with the company’s wider strategy to concentrate long-term brand building rather than one-off campaigns.

Activity, which is still being planned, will focus on Getty images’ three key audience groups, media, agency and corporate.

Jim Gurke, senior vice president for marketing at Getty Images, says the company is looking to implement a communications strategy that will “transcend all of its brands and products”, while emphasizing each of their key differentiators.

He adds: “As the demand for engaging content continues to grow, we have seen a marked increase in the volumes of images, video and music being licensed.”

The announcement marks the latest phase in the company’s bid to expand its content offering, which saw it launch music licensing business, Guestlist, at the turn of the year. Getty Images currently licenses more than 200,000 tracks per year across film, television, movie trailers, commercials and multimedia projects globally.

In 2010 Vintage TV, the digital music TV channel, signed a deal with Getty Images to create 8,000 hours of music video content from its archive for songs that were recorded before music videos existed.

The company’s new overaching brand strategy, involving both digital and above-the-line communications will be developed by interactive agency R/GA London.