The photography organisation has parted ways with Bite Communications, which had held Getty's account for seven years, and is now in talks with five agencies for the retained work.
Kylie Taylor, Getty Images' corporate comms manager for EMEA, said the aim was to be perceived as a 'media company', and that a fully integrated agency was being sought.
'It's about creating differentiation and understanding between our brands, and amending the fact that we're seen as a stock image provider only,' she said.
'While that is where we used to be, we've now grown, and want to raise our image as a media company that also provides music and video, to help drive customer growth.'
The brief will include the promotion of iStock Photo, which Getty bought in 2008.
A spokeswoman for Bite Communications said: 'Our increasing focus on delivering a suite of integrated comms and marketing services to clients means we are no longer the right fit for Getty Images.'