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Home  Industry News Getty Images Launches Creativisimo!
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Getty Images Launches Creativisimo! |
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Written by Getty Images, Inc.
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Tuesday, 13 February 2007 |
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Industry's First Latino Council Addressing U.S. Hispanic Imagery
NEW YORK, Feb. 13 /PRNewswire-FirstCall/ -- Getty Images, Inc. (NYSE: GYI),
the world's leading creator and distributor of visual content, 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 Advertising
-- 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 advertising 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.
About Getty Images
Getty Images is the world's leading creator and distributor of visual
content and the first place creative professionals turn to discover,
purchase and manage imagery. The company's award-winning photographers
and imagery help customers create inspiring work which appears every
day in the world's most influential newspapers, magazines, advertising
campaigns, films, television programs, books and Web sites.
Headquartered in Seattle, Wash., and serving customers in more than 100
countries, Getty Images believes in the power of imagery to drive
positive change, educate, inform and entertain. Visit Getty
Images at http://www.gettyimages.com/.
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Last Updated ( Tuesday, 13 February 2007 )
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