Corbis Continues Push for Ad Agency Business

Posted on 9/10/2007 by Julia Dudnik Stern | Printable Version | Comments (0)

Corbis has launched Creative Boutique, a new online service for advertising, marketing and media pros. The resource will showcase new imagery and provide an assortment of free content, including search tips, wallpapers and articles.Logistically, Creative Boutique is a new section of the Corbis Web site. The other sections showcase the company's product and service lines, including royalty-free images, the celebrity photo division Outline, Corbis Motion, rights clearance and media management, which is currently in the market for a new owner. All of these are online shops that promote new products and offer deals like a 25% discount on the purchase of two image CDs.

In contrast, the Creative Boutique mini-site is styled and positioned as an online magazine. It showcases new work, currently highlighting a surrealistic image of New Zealand calves by Selling Stock subscribers Momatiuk-Eastcott among others. More subtly than the online stores, the "Best of" section promotes Corbis' archival imagery, such as the Bettmann collection. Corbis-coined creative keywords like "sporno" (sports + porno = images of buff young athletes) and LOHAS (lifestyles of health and sustainability) are featured in a separate section that links into the site's search engine.

Creative Boutique follows on the heels of the launch of "I Am Buried." This September marketing campaign targets -- and promises to reward -- overworked advertising creatives but is meeting with criticism of the copyright-related fine print.

Though Creative Boutique vies for the attention of the same target audience, it tries a new approach. The addition of free content has proven to boost traffic, and the addition of constantly updated editorial content brings prequalified repeat traffic. Creative Boutique attempts to appeal to advertising and marketing creatives by offering them a new product: downloadable CREATIVE IQ trends reports.

The reports will be released monthly to cover emerging cultural trends and resulting visual needs projections. The proprietary research is conducted in-house, using Corbis' own statistics, commercial and editorial tear sheets, and demographic and psychographic information. The launch issue of Creative Boutique includes reports on the much-publicized phenomenon of global greening, generational re-connect of multigenerational families and millennial development, which depicts the new generation of kids.



Ross Sutherland, Corbis' chief creative officer, says the company's goal is to combine the best images with analysis of emerging trends, thus helping provide creatives with inspiration and spot-on pictures. As recently promised by CEO Gary Shenk, Corbis has renewed  its focus on the core image business and is fervently pursuing the most lucrative segment of the customer market.


Copyright © 2007 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Comments

Be the first to comment below.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff