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Getty ImagesWatchtower Advertising Agency (Group #3)
Natalie Berry, Cooper Anderson, Bethany Harper, Lauren Tran, Connor Leech, & Emily
Ward
1Table of Contents
2,3
4
5
6
7
8
9
10
11
12
13
14
15
SWOTAnalysisCreative BriefCampaignBoard
Situational Analysis
Situational Analysis
Situational Analysis
Situational AnalysisPrintPieces
Video PiecesCurrent Event Board
Chalk Art PieceTwitter Contest Piece
Rubric
2Scale
Diversity
History/ Staying Relevant
THREATS
Lawsuits
VisualStorytelling
ForeignInvestments
►Attitude: “We’re all part of a greater story that we get to participate in finishing.”►Trending/Current Events: From time sensitive breaking news to a local story, Getty has a pho-to for it. Getty means someone is always watch-ing and sharing.
►Behavioral: All stories & trends specialiZe in exemplifying the influence and need of the role of photojournalism.►Redefining Gender Norms: “We believe the more images that a person ingests which are gender-forward and which break gender ste-reotypes and clichés, the more normaliZed that becomes,” -Pam Grossman, director of visual trends at Getty Images4. 5
►Creators: From NPR to YouTubers, an array of people utiliZe Getty content.►Platforms: Professionals draw from Getty’s 4 sectors of stories & coverage type: In the News, Sports, Fashion, and Entertainment.2, 3
►Perspectives: The way & the reason why a certain photo is taken varies by phtographer.
►Successful Partnerings: 35 million photos available through the Embed Tool►Launched Embedded Initiative partnering with: Apple, Facebook, Skype + Oculus among others1
► Photographer Sues Getty Images For $1 Billion For Claiming Copyright On Photos She Donated To The Public (2016)6
►“The latest investments by Visual China are also raising some concerns about censorship, since the Chinese company will have growing influence over two of the world’s largest photo distributors, Corbis and Getty Images.”
►Shutterstock = Biggest Competitor►Similar Layout / Concept► Adobe System Inc.’s Fotolia LLC = another competitor
Competitors
1http://www.theverge.com/2014/3/5/5475202/getty-images-made-its-pictures-free-to-use2http://stories.gettyimages.com/category/all-access-coverage/3http://www.bbc.com/news/entertainment-arts-26463886
4http://www.adweek.com/news/advertising-branding/masculinity-gets-much-more-modern-look-lat-est-getty-images-collection-1652955 http://press.gettyimages.com/getty-images-partners-with-womens-sport-trust-to-redefine-imagery-of-fe-
SWOT Analysis
STRENGTHS
3Price
Platform
Olympics
OPPORTUNITIES.
CreatesInnovators
WEAKNESSES
Market
Perception
Backlash
Limitations
►Digital version of “Year in Focus” Campaign includes interactive features and videos►Virtual Reality: VR is the next frontier for en-gagement. All 300 Getty photograpers have been equipped w/ VR and events covered are also shot in 360°.1
► Currently leading against Shutterstock in in-expensive rates
►One of the biggest pushes every season►Official Photo Agency to the International Olympic Committee►Has team of 120 people there capturing scenes from the game
TimeImplications
►Focus on research and development with a simple mission to imagine & experiment►centred on technology►focus on projects and initiatives across the spectrum of the business2
►Angry photographers emerged after Getty Images offered photos for free. They argued that they need to make a living, too.
►Images will incorporate a Getty Images logo & photographer’s credit and cannot be resiZed.►Possibility to screenshot photos for anunlicensed version
►Seen as “copywrite troll” – letters and incorrect practices of intellectual cases
► Profits increased from 2007 - 2011 during its peak piracy problems►Embeds: would improve quality of websites and reduce number of link decay/ missing links
►“Free-cash flow is challenged or muted by the high debt service and therefore they have to be prudent in their investments.” -Bloomberg►Getty Images’ maturing percent notes have fallen 6.25 cents to 63.25 in the past two days and traded at a record-low 57.75 cents
1 http://www.forbes.com/sites/maryleesachs/2016/08/17/the-magic-behind-getty-images/#27b-674d34a55 2 http://press.gettyimages.com/getty-images-commits-to-consumer-as-it-launches-new-innova-
tion-group-appoints-chief-innovation-officer/ 3 http://www.theverge.com/2014/3/5/5475202/getty-images-made-its-pictures-free-to-use
4Creative Brief
Why are we advertising?
Whom are we tallking to?
What do they currently think?
What do we want them to think?
What’s the single most important thing we can tell them? <<<
Some kind of fun fact/info thing could potentially go here. Idk I’m just tryna utilize this white space well, ya feel? Olescia nissint. Duciet lab is as aliquisque ex et et od qui officae sequid millorate voluptist et facit et aut reniti de velibus, corum essinct assunti scient
Increase size of market.
Google Images is good enough.
Getty has exactly what you’re looking for.
Content creators, big and small.
Getty, better variety and quality.
Getty’s got it.
Our campaign aims to make professionals and consumers aware of Getty’s vast array of high quality images, something that no competitor comes close to matching. Our key selling point is diversity of selection, reinforced by topical and current images from events occurring around the world. This approach allows us to market both the absurd nature of many Getty images, as well as the more serious and intriguing images depicting current events, taking a tone that can be both comical and serious depending on the image portrayed. This campaign intends to increase awareness of Getty and its catalogue, pushing prospective clients to utilize Getty for future image needs.
5
Client Category
Getty Images is a provider of
stock imagery, including photos
and video, and sound. They sell
to consumers the right to use
said image or sound without risk
of copyright infringement.
Targeted Markets
Getty Images targets three
markets, those in creative fields
(such as advertisers), news and
media outlets, and corporations.
Essentially, Getty Images targets
professionals. We feel with the
increase in cheap, accessible
computer software and social
media, amateur content creators
are a growing market that
needs stock imagery and sound.
Content creators need music to
place in the background of their
YouTube video, photos and video
for their self-run news shows
online, and unique visuals to
add to their designs and mock-
ups. This day and age, anyone
has the ability to create content
that is intended to be seen by
an audience. No longer are
big corporations the only ones
capable of using high quality
photos, video, or sound to sell a
product or an idea, to promote a
cause, or bring a crisis to public
light. With the power of the
internet, everyone has a voice;
everyone is a content creator.
Getty Images wants to help give
everyone that voice.
Criticism of Expanding Target Market
We think one of the biggest
hurdles/potential criticism for
our view to expand the
target market to amateurs
is that they cannot afford to
pay for licensing rights. What
we have found though, is that
independent content creators
are actually making quite a lot
of money off of their work. Some
YouTubers for example, are
even making around six-figure
salaries! Plus, with the growing
size of this demographic, more
and more are using the same,
free stock footage, images, and
audio in their work that they
are having difficulty making
themselves distinct amongst
their competitors. If Getty
Images can effectively target
“ With the power of the internet...everyone is a content creator.”
Situation Analysis 6
7 these content creators,
they may be willing to
make the investment.
The campaign we have
created will help solidify
the idea that Getty has got what
you are looking for and can help
make you distinct with its almost
endless library of resources. This
is the key. If Getty can convince
amateurs that they need Getty
Images to improve their brand
and make it stand out, they will
expand their market.
Ad Campaign and Media Placement
Getty’s goal has always
been to be the largest holder of
high-quality stock material to
ensure its customers that Getty
has what they are looking
for. We wanted to create for
Getty Images a campaign that
played to that goal. We wanted
to let its users and its potential
users that Getty without a doubt
has the exact image, video, or
audio clip they are looking for.
The beauty of our tag is that
it is usable across multiple
campaigns. Each campaign will
promote a different category in
their business while still pointing
to the same idea. This idea is
“Getty’s Got It”. Our set of print
ads we created for the first
campaign is a series of quirky,
weird, and random photos that
will reinforce the message that
Getty Images has the exact
photo you are looking for. We
feel going in this direction in the
onset is smart, because totally
bizarre photos will quickly draw
eyes to themselves and bring
a lot of attention to the brand’s
message. Seeing a picture of a
man with a deer head and Santa
holding hands and prancing
on the beach will certainly get
people’s attention at the bus stop
(yes this is an actual photo).
Next, Getty can do a campaign
of news photography and video
showing some of the most
shocking and emotion-gripping
images from the last year. The
tagline will still be the same,
assuring people Getty captures
everything. Another can
campaign can promote diversity
by having photos of multiracial
families, videos of same-sex
couples coming together in
marriage. Again, the message
will be the same, “Getty’s Got It”.
The campaign’s also do not have
to exist only on print medium. We
8We wanted to let its users and its potential users that Getty without a doubt has the exact image, video, or audio clip they are looking for. “
would also run a series of 15-second
online commercials that use a
similar template as the print ads, but
promoting stock video or stock music.
There will also be digital billboards
and posters, street art, and social
media contests that all reinforces the
main message; that Getty Images has
more than enough in its database to
ensure that you as the content creator
will be distinct and stand out with
what you create.
All of these different campaigns will
target mostly urban areas as most
of the consumers Getty is attempting
to reach live in these areas. People
who live in suburban areas can
potentially be reached too, but most
likely through social media and other
internet platforms.
Competition
One of Getty’s biggest competitors
is Shutter Stock, who at the surface
appears very similar to Getty Images.
They essentially appear to be the
same company with very similar
price points. Getty does have an
advantage on pricing though.
For example, $50 USD gives
you unlimited access to royalty free
music with Getty, while Shutter Stock
recently drooped their price down to
$50 USD, but it has some limitations.
To get unlimited access, one will have
to pay $419 USD. While price could be
a good argument for deciding which
company to use, we feel the stronger
argument is one Getty makes. They
have a page on their site called “Where
We Stand”, which breaks down who
they are, what they believe in, and
what is the vison for it and its partners.
The company strongly advocates, for
instance, for providing a market for
creative works to thrive. They believe
if a strong economy can be built
around creative work, creativity will
have the freedom to fully express itself.
This helps paint the company not as
“
9
money-hoarding corporation,
but as a group that believes in
the right to freely express every
avenue of creativity. This is also
a strong argument against
another large competitor,
Google Images. Google Images
seems like the better choice for
consumers because it is well,
free. Despite this, Getty Images
can be seen as the better of the
two choices if they either get
people to believe in their “Where
We Stand” message or convince
them you cannot find the quality
Getty has on Google. With our
campaign, “Getty’s Got It”, we
can argue for both. Consumers
will know Getty has whatever
they need at the best quality
possible, that just is not found on
Google Images.
Consumer Insight
Anybody that has the desire
to create something, now more
than ever, has the ability and the
resources to do so. Getty Images
helps provide those content
creators with different material
that helps bolster whatever
design or mock-up they create.
10Chalk Campaign
Presenting 3D chalk art on the streets of affluent and busy areas is a guerrilla media marketing style that allows Getty Images to engage with the public and gain more exposure for their latest ad campaign. Not only is the chalk art created with the stylistic details found in the rest of the “Getty’s got it” campaign (the search bar, Getty watermark, and “Getty’s got it” slogan), but the idea of using realistic chalk marketing is to show that Getty has high-quality pictures that also seem very real/ like you were there taking the photo yourself.
<<<
11 reindeer human dancing with santa on beach man working on his laptop in a swimming pool
young couple smiling seran wrapped together
Print Campaign
<<< Each separate ad will be made up of two posters. They will either be side by side or one on top of the other depending on the orientation of the photo. Both the blank white print of the search bar print and the strange or interesting photo of the second print are both meant to be eye-catching for the composition and minimalist nature. The search bar is filled with keywords for something somebody is specifically looking for that is obscure, and the photo is pulled straight from Getty Images to show they have it. The overall message is that no matter what you are looking for, “Getty’s Got It”. One important thing to note; the watermark is intentionally left on the photo. Watermarks on stock imagery are iconic and we wanted that to be the brand logo on the print ad. The watermark also guarantees these photos are still protected for the sake of the photographers that created them.
12Video Campaign
Similarly to the print campaign, this video advertisement would showcase the breadth of Getty’s portfolio. However, this video ad would focus on the video and music that Getty also has, rather than solely focusing on photography. We made this particular connection between world cultures and Getty’s works because they are both demonstrative of exceptional diversity. To see the full video visit this link: https://www.youtube.com/watch?v=tpNUNRv44sU
<<<
13 Outdoor Campaign
Digital boards will be in urban areas and be the same as the print ads, but just cycle through the different visuals. First will be an animation of words being typed into a search bar then it will “load” an image that matches what is “searched”. After the image has been on display long enough, it will fade into another white screen with the logo and tag. There is an opportunity for people walking by to actually make searches using an app that can either use a gps to locate the digital board or a code that is on the screen that people type in on the app. They could make a search and see what image pops up based on their searched, then it would cut to the logo and tag. A filter would have to be set to prevent people from making vulgar searches on their app and risk inappropriate images being on display in public.
<<<man in ballerina elephant costume in studio
Getty’s got it.
14Twitter Campaign
The aim of this weekly Twitter campaign is to raise awareness of Getty’s platform “Getty’s got it” while also engaging a community of photographers and content creators. It could even be seen as a means of crowd-sourcing. Getty would ask for suggestions for a photo prompt for the #GettyBot challenge on Twitter, taking repsonses from its followers. It would then choose a prompt and give photographers 48 hours to acquire and submit the image. Winners would receieve camera equipment and an opporunity to have their work temporarily featured on a front-page tab on Getty’s website. This contest breeds a relationship between Getty and budding photographers and content creators, and it also helps to position Getty images in a light of obscurity and diversity--just where we want to be.
<<<
#GettyBotPhotographers: we’ve got a challenge for you. We developed a bot that takes user suggestions and produces something totally unpredictable. Our library is HUGE, but we want to see what gaps you can fill.
Our followers will tweet suggestions and inspiration at us using the hashtag #GettyBot, and our bot will tweet out a sentence once a week on Thursday. Photographers have 48 hours to submit their photos by tweeting at our account. Our staff will choose their favorite, and select a winner from each week’s submissions!
What’s in it for you?
We are excited to be partnering with B&H Photo-Video to bring you an array of exciting equipment to be awarded to our winners. The prizes will include cutting edge cameras and lenses to keep you capturing images that change the world.
Getty’s got it; do you?example winning image
15 Group #3 // Watchtower Advertising Agency INFORMATION AND COMMUNICATION /30 points possible• Does the background information communicate effectively and thoroughly?• Competitive analysis provided? Exploration what led to consumer insight and specific ad campaign idea?• Would someone previously unfamiliar with the message achieve a basic, understanding of the situation?• Is there evidence of primary and secondary research having taken place?CREATIVE BRIEF AND CAMPAIGN BOARD /15 points possible• Does the brief go beyond the expected to offer true and unique insight?• Is thoughtful consideration given to developing answers that provide clarity and strong direction?• Is this a focused, well-worded creative blueprint that provides an effective jumping off point for creatives?• Does the campaign board effectively communicate the “brand essence”?CONCEPTUAL STRENGTH /20 points possible• Is there a smart, big idea that holds the campaign executions/selling ideas together thematically? • Might the campaign idea effectively solve the marketing problem? Is there campaign consistency?• Is the big idea truly original, or have we seen something like it before?• Is the big idea a successful vehicle for communicating, or does it get in the way/interfere?• Is this campaign interesting/entertaining/thought-provoking? Is the branding reward there?PRESENTATION AND CRAFT /15 points possible• Does the project cite sources of information wherever necessary to enhance credibility?• Is the information presented in an organized, thoughtful manner that’s easy to follow?• Does the project feel like a cohesive group effort? Were directions followed?• Is the project free of grammar, spelling and punctuation errors (where applicable)?THAT CERTAIN SOMETHING /10 points possible• There’s something special here. This makes us say “wow”!• This is the kind of work I’d share with future students, future classes.• There are insights here that are groundbreaking and enlightening within this approach.PLAYING NICE WITH OTHERS /10 points• Given to you by your group. Total on this sheet does not reflect final grade for project.• This grade is not contestable. Total Score:
Rubric