Photolibrary moved its business to TBWA\Tequila Singapore late last year, briefing the new agency that advertising had to work harder for the stock company. The first three-ad print campaigns launched in December, targeted ad creatives and promoted Photolibrary's royalty-free offering across Asia, Australia and the U.S.

The next campaign will be lead by interactive creative with a strong vial component. According to Photolibrary management, TBWA\Tequila will continue to promote the stock-image brand globally.

TBWA\Tequila executive creative director Graham Kelly says the campaign's main achievement is changing its target audience's lukewarm feelings toward royalty-free stock.