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.

Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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