Diego Treviño at Getty Images: We’re a house that serves micro-markets worldwide

The advertisement universe –what agencies, production houses and image banks do- has changed in the last five years. “Does anyone understand what’s going on in the market?” This question was the headline of Diego Treviño’s -production director at Getty Images- presentation at IAB Now Argentina: New micro-market technologies. “Global markets disappeared. Nobody can do now an advert that can be showed worldwide. Now nothing can be absolutely global, and if you don’t pay attention to your markets in a micro perspective, you’re neglecting them. That’s what we refer to when talking about global micro markets” Treviño said to PRODU. Treviño, who has spent four years and a half at the company, listens weekly to the same question: Are we a production house? And during the IAB Now event they try to answer it, considering that 10 years ago Getty Images was a product business and now it’s a services business that aims to give a micro attention. “We’re a production house. We serve all our clients closely and we can do it worldwide. We offer photography, video, audio and new technologies. Getty Images can also deliver holographic projections, augmented reality, here’s where the real current competition is. We must impress our final audience, and the only way of doing so is to do what has thousands of network impressions” he concluded.