NEW YORK — Visual media company Getty Images has hired SourceCode Communications to handle its PR business in North America.

SourceCode was named Getty’s agency of record following a five-agency competitive review. Launchsquad was the incumbent.

SourceCode is tasked with elevating Getty’s business by showcasing the brand and its library of more than 400 million photos, videos and multimedia products, and how using those assets can help drive users’ businesses.

The agency’s focuses will include highlighting ways that brands of all sizes can leverage imagery and video to connect and build relationships with consumers.

“As we continue to push forward strategic initiatives that highlight Getty Images, iStock, Unsplash and the data within our proprietary VisualGPS research platform and VisualGPS Insights tool, we are excited to work with SourceCode and uplevel our communications strategy across North America,” said Getty Image’s global VP of communications Anne Flanagan.

“The SourceCode team has an impressive background across the Enterprise and Small Business B2B technology sectors, as well as consumer tech industries, which will help expand and diversify the way we are sharing our story and supporting our customers to tell their stories as we fuel visual storytelling worldwide,” she said.