News
Leslie Hughes launches Equity Images, production company with a twist
Leslie Hughes has launched a photo production company under a new business model created to meet the demands of today’s multidimensional communications market. The company, Equity Images, will produce collections of images designed to provide clients with visual consistency accross the various communications channels through which they reach customers and the public, from print to web-sites, direct e-marketing and mobile devices. The business model calls for clients to cover the cost of production, but at a lower rate than “work for hire,” in exchange for access to the images for a limited time period, usually a year to two years. After that period, Equity Images, who will retain ownership of the photographs, will place them in its own archive for licensing as stock to the general market.
Hughes, a stock photo industry veteran who held top managerial posts at Corbis and Image State, says “Clients don’t need ownership of the images. Our model brings them the images they need for the time they need them at a lower than average per-image price. At the same time, it gives the client brand consistency across the variety of platforms through which it communicates.” Working closely with clients and their ad agencies, Equity Images expects to produce from 200 to 400 images per client. The resulting collection will establish what Hughes calls the client’s “visual equity,” a term she intends to trade-mark.
Two experienced creative directors from the stock photo industry have joined Hughes and will head up international bases of operations for the venture. Catherine Lee, who formerly worked in the Asian offices of Getty and Corbis, will manage Equity Images’ productions in Asia from Hong Kong. David Harrigan, previously Head of European Art for Getty Images and Director of European Creative Photography at Corbis will manage and art-direct shoots in Europe from his office in London. Hughes says that in speaking with clients, she has found Europeans the most receptive to this “production company with a twist.” The group has no signed deals yet, though based on feedback from potential clients -- mid-size to large companies -- gives the entrepreneurs reason for “cautious optimism” about the new business.
Posted in: News, Stock Photo Companies
