TL;DR
Getty Images publishes its Creative in Focus report annually. It is, in essence, a breakdown of the world’s most searched-for visual themes. In 2018, I transformed this content into a conversation starter that repositioned Getty Images as a creative visual authority, opened new conversations, and expanded awareness for both agency and corporate market segments.
The Situation
Creative in Focus was already a strong content asset, built on billions of search data points and global campaign learnings. But it was mostly shared passively through press releases and centralized activation campaigns without much local activations.
At the same time, we had committed to two major events — Mumbrella Asia and AdFest — where attendees were already seeking visual inspiration backed by credibility and insight. The opportunity? Move from passive publishing to active influence.
The Insight
One trend report. Three completely different audiences.
Mumbrella: Marketing execs who want to connect data to creative strategy
AdFest: Creative directors in new markets looking for trend validation
Singapore Design Week: Creatives and designers open to reframing social narratives
We didn’t need one version of the deck. We needed three distinct stories built from the same core data.
What I Did
Developed strategic presentation angles tailored to each audience’s language and priorities
Mumbrella Asia: “Using Big Data to Define Visual Trends”
AdFest: “How Global Visual Language is Changing…and What It Means for APAC”
Singapore Design Week: “Masculinity Undone, A Call to Action for Creatives”
Pitched and produced a panel event under budget by securing a heritage venue through a partnership with the Singapore Design Council
Led content design for presentations used by Getty Images Global Head of Art and other key speakers
Coordinated with creative, PR, partnerships, and events teams to drive end-to-end execution
Why It Worked
Localized the global narrative: Instead of dropping the same slides into every market, we made the story matter to each one
Increased event ROI: Leveraged sunk sponsorship costs by creating visibility outside the main schedule
Built internal alignment: Positioned marketing as a strategic partner across creative, sales, and comms
Drove conversation beyond visual trends: Especially the masculinity session, which sparked dialogue across the creative community
What This Showed Me
Content is only as powerful as the context it’s delivered in. The same data set, when framed intentionally, can become three different tools for influence. This project reminded me that smart marketing doesn’t always require more budget — just better thinking.
