Aarti Shah 17 Dec 2013 // 6:23PM GMT
NEW YORK — Getty Images has consolidated its global PR with Weber Shandwick as it looks to bolster its brand across all regions.
For Weber, the relationship with Getty started in July when the firm was brought on to handle PR around Getty’s “Free the Creative” campaign to rebrand iStockphoto as iStock with a branded survey and infographic.
“That has blossomed into an AOR,” says Tim Fry, global chair of Weber’s tech practice. “You can see that Getty Images is focusing more on their overall Getty brand. You’ll see stuff similar to ‘Free the Creative’ but with more of an emphasis on the Getty brand.”
Weber kicks off its AOR role on January 1 and will support programs including content marketing, influencer engagement, and media relations across Asia Pacific, Europe and North America.
While Fry declined to comment on budget, it’s understood to be in the seven-figure range. The business will sit in New York where the majority of Getty’s global marketing team is based, with others being hubbed from London.
“Getty is perfectly suited for an integrated marketing program,” Fry adds. “We’re helping them become a media company in their own right -- they have so many assets from their roster of world-renowned photographers, plus others content, images and videos.”
Fry, who was named global head of Weber’s tech practice in February, says tech is finishing 2013 with momentum. The firm has also added biometrics player EyeLock and in-flight Internet provider Gogo to its portfolio.