Hispanic advertising veteran Guadalupe Marmolejo today announces the live launch of her new company, Pozo Digital, the source for authentic Hispanic stock images. Pozo Digital is a state-of-the-category e-commerce site — www.pozodigital.com — that gives advertisers, agencies, design firms and publishers easy access to stock photo images that reflect the true authenticity of the U.S. Hispanic experience.
Pozo Digital uniquely specializes in high-quality stock photos that realistically characterize the culture, faces and lifestyle of the Latino community. As more and more advertisers and publishers try to reach the 42 million U.S. Hispanic consumers, there are relatively few stock image sources that depict this demographic audience. The stock photo market is currently dominated by a few large general-market players with limited inventories of Hispanic images that compete for the three billion dollars currently spent in Hispanic marketing. Mainstream advertisers are also clamoring for more Hispanic images since 72% of U.S. Hispanics are born here.
Pozo Digital’s founder and CEO, Guadalupe Marmolejo (“Lupe”), springboards into the stock agency world from a highly successful career as an advertising creative director. She headed creative teams at some of the top U.S. Hispanic ad agencies in the country and was a major contributor to the depth and sophistication of today’s Hispanic marketing industry. During that stage of her career, Ms. Marmolejo gradually recognized this “image gap” in the market, as well as the means to fill it. This meant nurturing image exclusive relationships with the finest photographers in the Americas. The works of these award-winning photographers now fill the archives of Pozo Digital. The site is augmented every month with newly edited images at the rate of 500 images or more.
“During my years as an advertising creative director, I found it very difficult to get stock images that were relevant to our advertising concepts,” said Marmolejo. “At Pozo, we are committed to bringing our passion for esthetics and authentic Hispanic culture to a marketplace that is hungry for these kinds of images.”
Marmolejo’s award-winning art directing skills, end-user expertise and cultural awareness means that all Pozo Digital photos are edited according to a very high standard of esthetics and relevance. Thus, users inherit the benefit of this single-source expertise in the form of built-in authenticity and quality control. The site’s features are on par with the some of the world’s top stock sites, including ease of use, multiple search filters, advanced lightbox management and online archives of thousands of images that can be navigated and searched in either Spanish or English. The construction of the site was handled by 20/20 Software, a leading stock image web developer based in Stamford, CT.
Another of the site’s strong points is that it eliminates one of the most persistent problems for advertisers: image redundancy. The current trend of microsites and $5 images, the same stock photo can often be seen appearing in ads and billboards for competing products, thus confusing consumers and infuriating advertisers. Pozo Digital employs a “Rights Managed” business model, wherein the user can buy image rights thus limiting the uses and exposure of an image.
About Pozo Digital
With deep roots in the US Hispanic market, Pozo Digital, is The Source for Authentic Hispanic Stock Images. Its growing library of images reflects the cultural nuance and esthetic vision that enables Pozo Digital to capture the essence of the vibrant U.S. Hispanic community. The company’s mission is to grow into a source that not only provides stock photos, but also stock footage, stock flash movies and stock music … all with a passionate focus on Hispanic culture. Founder and CEO, Guadalupe Marmolejo (Lupe), was formerly a highly successful and award-winning advertising creative director who became a major creative force at some of the top U.S. Hispanic ad agencies, including Hispania West, a division of J. Walter Thompson-Los Angeles; La Agencia de Orci, Los Angeles and Houston Agency, Lopez Negrete. Her photographic skills and keen eye for esthetics are evident throughout Pozo Digital’s entire inventory; she both edits the collection and is a working contributing photographer. For more information please visit www.pozodigital.com.
This article was last modified on April 2, 2022
This article was first published on February 1, 2007
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