Marketing Shutterstock

Shutterstock's first marketing campaign in 6 years aims to elevate it above rivals


By John McCarthy, Opinion editor

January 9, 2019 | 3 min read

Shutterstock has released its first brand marketing campaign in six years in order to differentiate it from rival stock image services. Adding to the ubiquity of the drive, it has been developed using the firm's eye-catching stock assets.


Shutterstock's new marketing campaign

The ‘It’s not stock, it’s Shutterstock’ message looks to elevate its creative asset repository that is serviced by 550,000 contributors from around the globe. It claims that more than 1.5m new assets are added every week. The work will also highlight the ease of the search and discovery tech.

The marketing campaign is set to launch across digital and social channels in January in the US, UK, Canada and Australia. It will later drop in Europe, Latin America and Asia.

“Creativity is now mission-critical for businesses of all sizes,” said Lou Weiss, Shutterstock’s global chief marketing officer.

Fetching stock

“Customer expectations are simply too high - companies with mediocre advertising or visually dull websites are being left behind. Creative professionals are discovering and using our captivating images, stunning video and catchy music tracks every day in thousands of new marketing campaigns globally.

"Our campaign is a celebration of the amazing artists who contribute these incredible assets to our platform, and highlights the extraordinary value that they bring to creative endeavours every day.”

DiMassimo Goldstein in New York helped develop the campaign.

It is positioning the service to attract advertising and marketing agencies, film and TV production companies, media organizations and corporations. It claims its stock can help them develop compelling marketing, broadcast and editorial content

Mike McCabe, vice president of creative Shutterstock, told The Drum that the "high eight-figure" sum drive will contribute to the group's growth model. He said:" Marketing is... going to work harder for us, expanding our marketing reach with a holistic campaign."

Since the last major campaign, the company has drastically changed. McCabe said: "With a massive inflow of fresh assets each week, smarter search and discovery technologies -the only thing that hasn’t changed is what great value we provide for the money. This campaign is just a fresh and contemporary way of bringing the core truths to life--all done with Shutterstock assets, of course."

It comes out to "remind the world of the unique value we bring to the creative process." he concluded: "We’re telling our story to inspire businesses around the globe to tell their stories in compelling fashion."

Last month the service outlining a change in its stock that saw it adopt more diverse imagery to address a homogeny in archives.

Marketing Shutterstock

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