SEATTLE: Digital image company Getty Images has selected Edelman as its new US AOR.
Getty Images provides an array of images, film, and digital services to the creative community, including the publishing and advertising industries. The company also offers photography and digital media management services.
Edelman won the account thanks to its "sensitivity to the creative nature of our business," said VP of communications Deb Trevino. She declined to disclose billings or identify the outgoing agency.
"Edelman knows what's interesting to [the creative community] and how to reach them," she said. "That's more important than any other factor."
Getty's business has changed over the years, Trevino said. Although the company is only celebrating its 10th anniversary this year, Getty made more than 40 acquisitions during its first five years.
Much of the PR then was focused on telling the corporate story and reaching out to the investment community. That focus has been shifting more toward the services Getty offers, said Trevino.
Edelman is charged with leveraging the 10th anniversary to tell the company's story. Messaging will focus on Getty being a creative business that serves a creative customer base, and how the company is an integral part of helping that customer base innovate and move in new directions.