“It’s Not Stock”: Shutterstock Unveils First Brand Campaign In Six Years

Global technology company Shutterstock has announced the launch of its first brand marketing campaign in six years.

The ‘It’s not stock, it’s Shutterstock’ message is designed to showcase the unparallelled quality and depth of the platform’s creative asset repository driven by more than 550,000 contributors from around the globe.

The message also aims to highlight Shutterstock’s proprietary search and discovery technologies that inspire the creative professionals who use them to find the perfect asset every time.

The campaign, which took three months to produce with the help of New York agency DiMassimo Goldstein, has launched across digital and social channels in Australia, the US, the UK and Canada, and will roll out across countries in Europe, Latin America and Asia soon.

Speaking to B&T, Shutterstock global marketing chief Lou Weiss said that as creativity has become mission-critical for businesses of all sizes, it’s a great time for Shutterstock to remind the world of the unique value it brings to that process.

“We’re telling our story to inspire businesses around the globe to tell their stories in compelling fashion,” he said.

“Creative professionals are discovering and using our captivating images, stunning video and catchy music tracks every day in thousands of new marketing campaigns globally.

“Our campaign is a celebration of the amazing artists who contribute these incredible assets to our platform, and highlights the extraordinary value that they bring to creative endeavours every day.”

Weiss said that while Shutterstock is in a robust and growing industry, the biggest challenge it faces is around education on licensing and rights, as more businesses respond to the market need to be more creative.

“Our opportunity is to continue to become even more global and localised,” he explained.

“Last week, we launched our contributor site and applications in 21 languages matching our customer site, and we’ve increased the number of currencies we accept.

“Most of our revenue comes from outside the US, but our share in many other markets has clear room to increase. Continuing to grow our vibrant business around the world is a massive ongoing opportunity.”