Getty Images develops campaign to promote royalty-free picture library iStock rebrand
Getty Images has released a campaign to promote its brand relaunch of crowd-sourced royalty free stock image tool iStock. Previously known as iStockphoto, the brand relaunch will take place tomorrow (17 September) when a new logo will go live, alongside a multi-channel marketing campaign to highlight the move. The ‘Free the Creative' campaign, which will use the positioning ‘for creatives, by creatives’ has involved a number of agencies, with Build tasked with the logo design and campaign ethos, Steel developing the digital advertising campaign, Kepler Group handling media buying, Graphiti Associates on digital creative and the London and New York offices of Weber Shandwick developing the campaign concept, PR, social media, survey and infographic. Getty Images acquired iStockphoto in 2007.