Rebecca Swift

SVP Creative Content Getty Images

As Senior Vice President, Creative Content, at Getty Images, Dr Rebecca Swift directs the company’s creative insights and creation of imagery and video used in award-winning advertising, design and editorial around the world. Working closely with creators, art directors and creative researchers globally, Rebecca plays a critical role in ensuring that Getty Images is continually providing fresh, relevant creative content and insights, which in turn engages and inspires creatives and marketers around the world. Her foresight into cultural and societal trends that shape visual communications drives Getty Images’ creative offering. Rebecca joined the photography industry over 20 years ago and was one of the founding members of the creative research team at Getty Images, introducing visual research methodology to the industry. One area of visual communication Rebecca is particularly passionate about is evolving visual representation. Rebecca is personally responsible for driving change in visual language depicting women and girls, which she has done by rewriting the visual standards of commercial imagery depicting this group and briefing Getty Images’ contributing photographers against these new visual standards. Most recently she has turned her attention to addressing authentic and diverse representations of people with disabilities and moving the visual language about aging forward. In 2020, Rebecca was recognized as one of AdAge’s “20 Women to Watch” and is Campaign magazine’s Female Frontier honouree. She was awarded the “Most Influential Leader in UK Visual Media” in 2020. Rebecca has a PhD in Photography. Her research expertise is in commercial creativity and the evolution of visual trends in advertising.