Getty ImagesWatchtower Advertising Agency (Group #3)

Natalie Berry, Cooper Anderson, Bethany Harper, Lauren Tran, Connor Leech, & Emily

Ward

1Table of Contents

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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.

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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

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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.

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#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

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