MERCADEO Versión en español
Pam Grossman from Getty Images: We have adapted to the changes in the industry and are interested in the Hispanic market because of its growth
23 de abril de 2015
Estefania Acosta y Pam Grossman en el FIAP
They say that an image is worth a thousand words and that is what Pam Grossman, director of Visual Tendencies in Getty Images highlights, about going back to images with content. She tells PRODU that having well-thought and studied images is what Getty Images offers.Grossman explains that the industry has changed because clients do not have the budgets they used to and campaign deadlines for delivery are shorter, which is why they bet on offering images with content so that they can be used on “ideas that are very creative and that can make a lot of noise in advertising festivals”, says Grossman.She explains the challenges they have had in the world of social media, reconfiguring the platform offer for their clients. “We decided to have our platforms like iStock, which has part of the image portfolio of Getty Images, which allows to have a great volumen of images at a very affordable Price. We have other tools such as embed, and this allows us to offer these tools to our clients and people who are looking for images to illustrate any type of notes or sites.” The Hispanic market is the segment that they notice has had more growth in advertising agencies and they are very interested in supporting these agencies because they are part of the US. She also says they have two marketing teams in Latin America: in Mexico and Argentina.
