Getty Launches Creativisimo!

Posted on 2/13/2007 by Jim Pickerell | Printable Version | Comments (0)



February 13, 2007

Getty Images, Inc. gathered leaders from top U.S. Hispanic advertising agencies and publications for the inaugural meeting of Creativisimo!, a series of industry discussion groups convened to gauge the future imagery needs of visual communicators.

"In order to maintain relevance, visual language must adapt alongside cultural shifts triggered by a rapidly changing U.S. population," said Freya Barea, director of marketing at Getty Images. "As the only imagery provider with an in-house Creative Research department, we are uniquely equipped to initiate this conversation and take it to the next level."

Participants in the first session of Creativisimo! included:

  • Aldo Quevedo, president and CCO, Dieste Harmel & Partners

  • Mauricio Galvan-Zamuido, managing partner / creative director, The
    Vidal Partnership

  • Susan Jaramillo, chief creative officer / co-founder, Latinvox, Inc.

  • Luz de Armas, executive creative director, HispanAmerica

  • Michelle Aragon, president / chief creative officer, Aragon

  • Diana Ocasio, vice president / creative director, Accent Marketing

  • Andres F. Cortes, design director / co-founder, Latinvox, Inc.

  • Ramon Veras, publisher, Un Chin Magazine

  • Horacio Gavilan, executive director, AHAA

  • Denise Waggoner, vice president of creative research, Getty Images

  • Freya Barea, director of marketing, Getty Images

  • Jorge Ortega, president, The Jeffrey Group

Creativismo! was held in collaboration with AHAA, the Association of Hispanic Advertising Agencies. The session focused on: the state of the industry -- hot topics, trends and impending changes; how imagery needs differ between U.S. Hispanic agencies and non Hispanic agencies; recognizing intra-cultural diversity; how to tap into the experience-rich Latino photographer community to reveal the deeper emotional values that resonate within the market; and understanding U.S. Hispanic stereotypes and the role they play in visual communication.

"Part of our mission at AHAA is to raise awareness of Hispanic market opportunities," said Carl Kravetz, chairman of AHAA and chairman and chief strategic officer of cruz/kravetz:IDEAS. "Representation of U.S. Latino ethnic groups in advertising imagery and the availability of relevant content are important to the Hispanic advertising industry. AHAA's participation in Creativisimo! will help keep our members in touch with significant trends and topics."

"Getty Images is the first in the industry to approach the subject of culturally relevant U.S. Hispanic imagery and we are very excited to be part of this project," said Aldo Quevedo, president and CCO of Dieste Harmel & Partners. "Not only is Creativisimo! a great way to bring together industry leaders to discuss a pressing issue, but it is also a very important step toward a better and brighter future for U.S. Hispanic representation in
creative imagery."

Joining the discussion was Denise Waggoner, vice president of creative research at Getty Images. Denise recently returned from a speaking tour in Latin America where she delivered a keynote address at El Ojo de Iberoamerica, the most influential South American advertising festival. Prior to that she presented at the Festival de la Publicidad, a highly recognized advertising festival in Mexico. She addressed the future of dvertising imagery based on the cutting edge research methodology her team is implementing across the globe.

"In anticipation of our customers' imagery needs we are always looking to reveal new and emerging trends," Waggoner said. "For instance, the younger generation of U.S. Hispanics does not relate well to the images used to advertise to their parents -- they seek an image of their own that doesn't feel so foreign yet upholds their heritage."

An ongoing series of high-level discussions about U.S. Hispanic imagery needs will convene throughout the year. Subsequent meetings will take place in major cities across the country.

Copyright © 2007 Jim Pickerell. 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

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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