Although the premiere U.K. royalty-free brand Image Source is represented by Getty Images, its marketing strategy is more in line with Corbis. Instead of lowering prices, Image Source is investing resources in marketing staff and campaigns to preserve its image of a premium brand that warrants a higher price point.

"Open Your Eyes" is Image Source's new global marketing campaign that unites a microsite, direct mail, advertising, sales promotion and 200 image distributors. Focusing on alternative ways of seeing Image Source's collection of lifestyle, beauty and business imagery, the campaign offers a 30% discount off the price of two or more image collections.

Image Source's founder and CEO Christina Vaughan calls the campaign an example of market leadership. She says the company is not afraid to "rival larger libraries in asserting itself and producing innovative marketing." She may be referring to Masterfile, which continues to win design awards for its campaigns, and from whom Image Source lured its current creative communications manager, Christian Schmidt, in June. Schmidt, who won several creative awards while at Masterfile, developed the "Open Your Eyes" creative.