Getty Images has announced the launch of a new commercial assignments venture, Verbatim. With the launch of Verbatim, the company is dedicating focus, resource and its world-leading photo expertise to capture the opportunity within the commercial sector to bring authentic visual storytelling to the fore.
Aidan Sullivan, who brings more than 40 years of photographic and media experience, will be Chief Executive Officer of Verbatim.
Verbatim will provide a dedicated focus for brands who are looking for new and creative ways to connect with audiences through powerful and evocative content in partnership with the world’s best photojournalists and videographers. Funded by Getty Images, the new venture will focus on helping brands develop authentic content to connect with their existing and target audiences.
“Today, brands have to work harder than ever to keep consumers engaged. Millennials, in particular, are searching for compelling authentic imagery and who could be better equipped to create this than experienced photojournalists,” said Aidan Sullivan, CEO, Verbatim.
“We increasingly see brands requesting our photojournalists for commercial assignments. Through Verbatim, our remarkable visual storytellers and their unique skills are available to brands who are looking to create powerful, compelling and authentic narratives to illustrate their own story.”
In addition to servicing commercial clients, Verbatim has also launched a fund to finance the personal journalistic projects of its group of photographers. This unique approach will see a percentage of all Verbatim profits support photojournalism that shines a light on critical world issues.
Verbatim photographer Lynsey Addario said, “The potential of imagery to provoke conversation and drive change is unquestionable; it is what drives me every day as a photojournalist. Photography has the ability to get under people’s skin so that they think about things they usually wouldn’t think about. Through Verbatim, brands will have the opportunity to collaborate on important projects, and highlight relevant social and cultural issues.”
While Verbatim will focus solely on commercial assignments work, Getty Images Reportage will continue to be an integral part of the Getty Images offering, with editorial content remaining available to customers through syndication and archival distribution.
Alongside the Getty Images Grants programme and the Reportage Emerging Talentprogram, Getty Images’ passionate support for the photojournalism industry continues unchanged. Hugh Pinney, Vice President of News, EMEA and Pancho Bernasconi, Vice President of News, Americas will assume responsibility for Getty Images’ Reportage offering.