Getty Images Deutschland: Income Tax Guide 2009

Red Urban GmbH

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: Germany
Date program started/ended: Launched 1st October 2008

Product Description: In the German book market, Getty Images is regarded as an inflexible and expensive photo agency that exclusively caters to the advertising and magazine industries. The agency's task was to change this image and thereby increase the sales of photos for books in Germany.

Advertiser/Client Name: Getty Images Deutschland GmbH
Media Channels: Direct Mail
Other

STRATEGY

Marketplace Challenge:

Book publishers need images for their books. There is an extreme competition of stock photo agencies because of micro-stock. High-quality suppliers, such as Getty Images, suffer under this situation. Publishers need to be reminded of the fact that only high-quality images raise the level of a good book, and that a text always gains something with the right image.