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ITN Source Launches Their First Viral Marketing Campaign

16 April 2007

mabox Appointed by ITN Source to deliver creative brief

mabox , the top London-based integrated marketing agency, has won a competitive pitch and been appointed by leading moving image and stock footage provider, ITN Source, to design a creative marketing campaign to increase their profile and communicate their relevance to the advertising and digital marketing sectors.

In their first collaboration, mabox has produced a thought-provoking viral campaign designed to challenge existing perceptions of stock footage by building awareness of the sheer scope of ITN Source’s vast moving image library.

ITN Source is the world’s most diverse commercial footage provider, representing the world’s largest collection of moving image libraries, including Channel 4, Granada, Reuters, FOX News and British Pathe. An advanced digital website – – was recently unveiled which includes an inspirational new Stock Footage section designed specifically for creative users. Customers can search from thousands of creatively key-worded authentic stock shots that can be seamlessly interwoven into their projects, enabling tight production budgets to be stretched further. All Stock Footage clips can be viewed, self-edited, purchased and downloaded at the touch of a button, making ITN Source the complete one-stop-shop for all creative footage needs.

mabox has worked closely with ITN Source’s in-house marketing team to produce an integrated marketing campaign based on positioning line “Cut to ITN Source”. Two virals launch the campaign (see link below to view the virals) and a series of targeted moving lenticular postcards will then demonstrate the iconic content available from ITN Source’s footage catalogue.

Andy Powell, Creative Director, mabox said: “ITN Source is an incredible toy for creatives, and it was imperative to prove that stock footage isn’t a dirty word. ‘Exposing Nixon’ and ‘releasing’ Mandela will certainly shake that prejudice.”

Sue Thexton, Managing Director, ITN Source said: “As pressure increases on creatives to spread their marketing budgets across a number of different platforms, the need for stock footage has never been greater. ITN Source has a dedicated Stock Footage catalogue that has been extracted from across our enormous footage libraries, to give creative producers an unrivalled choice of authentic, high quality material. We are delighted to be working with mabox and think our hard-hitting campaign will communicate our vast breadth of content and relevance to the creative sector.”

View the virals here:


About ITN Source

ITN Source (formerly ITN Archive) is the world’s leading provider of motion imagery, containing 800,000 hours of iconic footage captured over three centuries. From news to drama, celebrity, comedy, music, wildlife and film, to an inspirational new Stock Footage section, and growing at a rate of over 20 hours a day, ITN Source is the most diverse archive in the world.

ITN Source represents the world’s largest collection of moving image libraries including, Reuters, ITN, Channel 4, Granada, British Pathe, FOX News and FOX Movietone and other specialist collections. An advanced digital website now offers users the convenience of searching for, viewing, downloading and purchasing iconic and captivating footage at the touch of a button.

With headquarters in London, ITN Source has sales offices across the globe in New York, Los Angeles, Canada, Berlin, Paris, Johannesburg, Sydney and Tokyo.

For more information, visit



About mabox

mabox is a full-service integrated marketing agency, offering everything from branding and TV through to DM and digital. Every account handler is an ex-client, offering unrivalled expertise in a host of sectors, including publishing, travel and technology. Coupled with top agency creative talent, it offers exceptional insight and flair to any client. mabox is independently owned and managed, and its clients include Sanyo, Center Parcs, Reed in Partnership, Telstra and Banardo’s.



For further information, please contact:


For further information about ITN Source, please contact Lucy Puddefoot on +44 (0)207 430 4599 or email



For further information about mabox, please contact Julia Gosling or Tim Hallac on +44 (0) 207 089 5380 or email or