NEW YORK: IStock by Getty Images, the stock image library formerly known as iStockPhoto, is targeting creatives with a campaign that explores the increasing workplace pressures they face.
IStock is using media relations, content, and social media for its Free the Creative campaign, devised by Weber Shandwick, to drive awareness about its service.
The effort is based on a survey conducted by KRC Research that explores the barriers that creatives, such as art directors and graphic designers, are up against in the modern workplace.
The report was revealed Wednesday at Advertising Week via an infographic. Weber is targeting general consumer media as well as advertising, design, and marketing titles for coverage.
It will also use elements of the infographic and survey as content on its social media channels. The company's goal is to drive deeper engagement with existing customers and attract new ones to the service.
“We ran focus groups for creatives, and what kept coming up in their comments is that they are pressured to deliver great work with time and budget limitations,” said Ellen Desmarais, GM of iStock.
“We're looking to accentuate iStock's roots and its mission to free the creative – helping creatives do their best work and remain inspired along the way,” she added. “We think this campaign will resound with a lot of people.”
The campaign comes a week after iStock unveiled a rebrand, dropping “photo” from its name and incorporating owner Getty Images' brand for the first time. It also launched a new logo and refreshed site to portray the breadth of file types it offers beyond photos.
“The campaign is built around the concept of creativity under threat – it is not easy to be a creative anymore, with the rising pressures of the modern workplace,” said Garland Harwood, SVP, consumer technology and digital media at Weber.