Industry

A few minutes with Shelli-Anne Couch of Inkwell, Los Angeles

INKwell founder Shelli-Anne Couch is an award-winning entrepreneur with 20+ years transforming how creatives and companies build their commerce, content and community across all media + marketing platforms.  She is an award-winning journalist and editor. She first moved from her native Australia to Los Angeles in 1997 as the US editor for People magazine's Australian sister edition WHO WEEKLY.

Shelli-Anne has rolled out programs for corporate clients including The Grammys, Qantas, University of Phoenix, NBC, AusFilm, New Zealand Film, the Australian and New Zealand Consulates and Trade Commissions, through to hundreds of fashion, beauty and lifestyle clients including Valentino, Chloe, Diane von Furstenburg, D&G, Vivienne Westwood, Stuart Weitzman, Richard Tyler, Sass & Bide, Jenny Packham, HD Buttercup, W Hotels, American ExpressGiorgio Armani Cosmetics, Curtis Stone, The Big Night Restaurant Group and Flavorus (now SEE Ticketing). She produced the Academy Award events for Lord of the Rings, King Kong and The Chronicles of Narnia, plus the red-carpet LA store openings for Ted Baker, Camper, Catherine Malandrino, Miss Sixty, Energie and G-Star Raw.

WHAT SERVICES DOES YOUR COMPANY PROVIDE? 

We’re a marketing agency in LA addicted to helping folk share their passions and products. As a serial entrepreneur with a background is in journalism and publishing, I’m evangelical about social storytelling. 

HOW OFTEN YOU CURRENTLY USE STOCK PHOTOGRAPHY? 

Every day

WHAT ARE YOUR MAIN PAIN POINTS? 

Our main pain point is that we have to use stock photography every day. Searching for curated, consistently themed art is a massive time suck. Then the second pain point kicks in - quality of design. An image may suit us thematically but it may miss the mark on tone and composition. Now consider that we’re posting across several different platforms with several different clients and you start to feel the burn!

HOW MUCH OF A ROLE DOES IMAGERY PLAY IN “CLICK THROUGH” OR READERS RESPONSE TO CONTENT? 

If “a picture is worth ten thousand words” swap words for $$ and you’ll get THIS close to understanding how critical imagery is for our clients. Is our tech-rich lifestyle today we have mere seconds to grab someone’s attention and then, most importantly, hold it. We need imagery to help tell our story in a consistence, enjoyable narrative, not just shout it out once or twice.

CAN IMAGERY MAKE A WRITTEN PIECE MORE POPULAR? 

Does a Kennedy own a black dress?

WHAT YOUR IMPRESSION IS OF STOCKIFY AND THE SERVICE IT CAN PROVIDE TO YOU AND YOUR COMPANY?

I am stalking Stockify begging them to include me in their beta. They are going to give me back hours of my life, plus they’ll make me look damn good to my clients without revealing my sources or blowing my budgets.