NEW YORK: Getty Images hired M Booth as its US AOR, effective December 1, as it prepares to evolve the corporate positioning from an image company into more of a digital media company.
“Into 2011, PR will be a really big focus for us…as we transition from what's currently the perception around Getty and our core expertise, stock imagery and editorial content, to one that includes everything we have - footage, music, and multimedia,” said Alison Crombie, the company's London-based senior director of global PR. “It'll be about how we position it in a wider and broader way and engage with the wide base of our customer.”
The agency issued an RFP to a number of medium-sized agencies earlier this fall, followed by one round of presentations that took place in New York on November 15.
She said that the company stayed away from the large, global network agencies, as it uses “best in breed” agencies in each of its markets, such as Europe and Australia. The company is also looking to build its communications capabilities in Asia Pacific. It's currently looking for a PR manager in that region, and it recently moved US external communications capabilities to New York from Seattle, from where it had previously handled that region's communications needs.
PRWeek initially reported that the company invited incumbent Edelman, its AOR since 2005, to pitch for the business. At the time, neither Getty nor Edelman would confirm whether or not the incumbent accepted the invitation, but Latraviette Smith, SVP of global communications at the agency, had said, "We greatly appreciate and are proud of our seven-plus-year relationship with Getty Images, and we wish them great success as they enter their next chapter."
With M Booth, the agency will work on an integrated communications approach across all PR platforms, including social media, as well as on- and off-line communications and media relations. The relationship came about through a past working relationship between Andrea Conrad, VP at M Booth, and Getty's New York-based PR manager Jodi Einhorn, who joined the company this summer.
Though the agency is still in the planning phases, she said that it's currently working on a program surrounding the company's image subscription business.
Moving into 2011, she said that the company will invest additional resources into its corporate branding effort and figure out “how PR can be an integral part of that.”
Regarding the duration of the relationship, she added that there's no concrete end date.