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Getty strengthens assignment service with launch of boutique agency “Orchard”
Getty has launched a new assignment agency called Orchard to meet what the company calls a “growing customer demand for streamlined customization.” Orchard will provide clients with all assignment-related services a client might need for a production from location scouting to travel logistics, managing budgets and hiring models, crew and, of course, photographers. The “boutique” assignment agency, as Getty refers to it, will deliver these services under two divisions: Orchard Artist Representation, which offers elite, award-winning photographers for commission based on their style, approach and specialty; and Orchard Global Assignment, which facilitates the commission of talent for projects driven by geographical location. The move fits with the strategy CEO Jonathan Klein referred to in his most recent conference call with analysts of providing every type of image licensing choice for every type of image buyer.
Getty says the volume of its assignment business has more than doubled since 2004. Orchard has offices in New York, London, Munich and Paris. "Whether a project requires the expert focus of our world-renowned represented talent or the agility of our global network of photographers, Orchard gives customers a range of options no other agency can match," said Matthew Goodrich, director of Marketing and Strategy for Orchard.
Orchard’s roster of elite photographers includes Lorenzo Agius, Polly Borland, Martha Camarillo, Patrick Curtet, Trevor Ray Hart, Mitch Jenkins, Simon Ladefoged, Stuart O' Sullivan, Per-Anders Pettersson, Sabine Pigalle, Shaul Schwarz, Brent Stirton, Tom Stoddart and David Turnley. The Orchard Global Assignment service caters to multiple city photo shoots, event coverage, corporate and environmental portraits and other location-driven needs. Customers can choose from hundreds of photographers worldwide, along with a wide range of top-tier crews, studios and local experts.
Click here for a complete list of Orchard’s photographer roster and for more information about its Global Assignment services.
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