{"id":10401,"date":"2021-09-07T11:54:19","date_gmt":"2021-09-07T09:54:19","guid":{"rendered":"https:\/\/blog.stage.westend61.com\/blog\/?p=10401"},"modified":"2021-12-02T18:03:19","modified_gmt":"2021-12-02T17:03:19","slug":"at-home-in-all-photo-worlds-martine-prassl-creative-director-at-westend61","status":"publish","type":"post","link":"https:\/\/www.westend61.de\/blog\/en\/at-home-in-all-photo-worlds-martine-prassl-creative-director-at-westend61\/","title":{"rendered":"Creativity and Quality: Martine Pr\u00e4ssl, creative director at Westend61"},"content":{"rendered":"\n

Creative Director Martine Pr\u00e4ssl has a key role at Westend61 because she is where the creative department\u2019s threads intersect. She leads and supports the team in the supervision of the photographers\u2014a wide range of tasks extending from acquiring and processing applications to the entire communication and support of production right through to image selection. <\/p>\n\n\n\n

Our portfolio is curated in an elaborate process by our experienced creative department in order to offer our clients exactly the right images. We rely on human intuition and experience instead of algorithms. This is how we ensure the high quality of royalty-free Westend61 images. In addition to Martine, the team consists of three full-time and two freelance art directors, an employee for content development and creative research as well as an employee in content management who is primarily responsible for quality control.<\/p>\n\n\n\n

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\u00a9 Tania Cervian\/Westend61<\/figcaption><\/figure>\n\n\n\n

And that\u2019s not by any means all: \u201cI\u2019m also continuously working on our visual language and how we communicate it outwardly. This includes, for example, selecting motifs for our website as well as for marketing and features in social networks,\u201d explains Martine Pr\u00e4ssl. And she must constantly (at least) keep an eye on the big wide world of images out there in order to recognize relevant trends and market developments early on. These observations then flow into the INSPIRE magazine<\/a> with which the Westend61 team regularly keeps its photographers up to date. Martine also works permanently on our VISTA Collection<\/a>. Together with our photographers she has developed this collection off the norm, for colorful stock images that stand for a new perspective, alternative expression and an uncommercial visual language.<\/p>\n\n\n\n

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Get to know our VISTA Collection in its entirety.<\/figcaption><\/figure>\n\n\n\n

PERSONAL CONTACT WITH THE PHOTOGRAPHERS IMPORTANT<\/h2>\n\n\n\n

After all, it is the women and men behind the camera who use their creativity to create the products that Westend61 markets. Yet the personal contact between photographer and agency, as it is practiced here, is by no means a matter of course in the industry; no one knows this better than Martine, who has worked with picture agencies for almost 30 years, most recently with Getty Images for 13 years. Good support for the photographers was also one of the reasons why she made Westend61 her new professional home five years ago: \u201cFrom the very beginning, I particularly liked the fact that the pictures and above all those who produce them, the photographers, come first,\u201d says Martine.<\/p>\n\n\n\n