The orientation of an image used in a layout is used to set the orientation of that image in the layout. So either

(a) Rotate the image before adding it to the layout, or

(b) Rotate the image after adding it by double-clicking on the image in the opening to select that image in Working with Images mode, rotate the image and return to Working with layouts view.

Note: If an image needs to be used with different orientations in different openings then you should duplicate the image, rotate one and then use each copy separately.