Building a Successful In-House Agency
Finding the right balance between outsourcing and in-house production
MY ROLE
Creative Direction | Team Building | Team Management
THE CHALLENGE
When I started at Getty Images all marketing and brand work was done by external agencies. The challenge for the organization was that common tension between speed and quality. I knew the answer was to find the right balance between hiring talent to build a creative services team and knowing when to outsource a project.
THE APPROACH
I hired a Creative Director and a small team of very talented designers and copywriters that could move the vision and day to day project forward. Collaborating with Marketing Operations, we implemented WorkFront to increase organization and efficiencies. In partnership with our new CMO and global leaders, we identified skill gaps that helped us quickly decide when to look for outside help.
These are a few samples of the terrific work we created in-house and with agencies.
MARKETING CAMPAIGN - AGENCY
“Millions of Images. Endless Possibilities”
The campaign showed the depth of Getty Images’ extensive collection of millions of images, and how through imagery, any idea can come to life. The concept features several famous faces: the likeness of Angela Merkel, Prince Charles, the Dalai Lama and Pope Francis. All of the Getty Images Endless Possibilities campaign assets, including film, print, poster and the microsite, used images from Getty Images and iStock by Getty Images to reconstruct famous faces.
In-House Team - From Ideation to Production
Cannes Lions 2015 - Activation
My creative services team, working closely with both the corporate and the European marketing teams, developed the concept and strategy for the activation at the 2015 Cannes Lions International Festival of Creativity.
Co-branded with iStock, the colorful multi-channel campaign sought to engage new talent from around the globe with motivational posters and walls displayed during the Young Lions competition.
The motivational designs were mantras for overall success, relating to the creative process, from the initial creative rounds to the last-minute deadlines. We wanted to see every finalist feel as a winner and empowered, instead of being marketed.
In-House Team - Art Direction and Layout
Getty Images “Stories Untold” Book
“Stories Untold” was created to celebrate the new partnership of Getty Images and Conde Nast and the 30,000 Conde Nast images now available on Getty. The book consists of forty-three exclusive images showcased in the Conde Nast gallery, never before seen to the public. The book was given to guests as a gift.
The design of the book, curated images, and pre-press preparation were all made by my very talented creative services team.
AGENCY + IN-HOUSE TEAM
Seeing Beneath The Surface | GLOBAL CAMPAIGN 2015
OUR IMAGES MOVE THE WORLD
All day we walk around with our eyes open, but what are we truly seeing?
To really see involves more than just pupils and irises, color and shadow and light, it involves time and place and human emotion and thought. And at its best it touches the soul. The difference between looking and seeing is the power of the image.
AGENCY + IN-HOUSE TEAM
“Seeing makes it real” | 2016 Campaign
There’s nothing more inspiring than the perfect image. That’s what makes it more than looking, people start seeing your idea come to life.
IN-HOUSE TEAMS: CREATIVE SERVICES + UX
Partnerships Landing Pages & Emails
iStock partnered with WeTransfer, Dropbox and other companies to better serve its customers. iStock’s partnership with Dropbox offers iStock users the ability to automatically sync purchases to a Dropbox account.
To get users excited about the new product, they were given a limited-time offer of a 3-month free trial to Dropbox Pro or Dropbox Business.
The product integration and promotion were announced via press releases, an email blast and social media; localized for all core languages. We also created a landing page to explain the collaboration; highlighting the ease of integration and use, keeping with iStock’s simple, yet bold tone.
As partnerships continued to grow with the Getty brand, the Dropbox site was used as a template for future sites like the WeTransfer page and the Partner page, also showcased.
AGENCY
20th Anniversary Campaing
The 20 Years of Getty Images Over Time was part of a campaign to celebrate Getty Images 20th anniversary. The goal was to emphasize Getty’s efforts to remain relevant and up-to-date over the course of two decades both in publishing and advertising. All the photos used are from Getty Images’ archive. To create this campaign we dove into our image databases and, using available images, year by year, documented not only the physical changes on these celebrities. Placed side by side, the results are surprising.
Each personality had a massive archive of images. Clinton, for example, had 32,246 photos at the time the campaign was put together. Once the photos were chosen, they were arranged chronologically, allowing readers to follow the transformations in each of the four figures.