Ketchum lands brand job as Kodak pitches Euro PR

Kodak's pan-European PR brief is up for grabs as part of a global

communications review, which this week saw Ketchum take charge of

worldwide brand PR strategy.



The photo giant has confirmed up to three agencies are taking part in

the European pitch, with further pitches expected in the Asia-Pacific

region.



Ketchum won the multi-million pound global pitch (PRWeek, 7 September)

after a three-way battle against Fleishman-Hillard and Ogilvy PR

Worldwide.



The pitch followed a split with 12-year incumbent Weber Shandwick

Worldwide.



The business encompasses global brand PR strategy for the Kodak

professional, customer imaging, and digital and applied imaging

divisions, coupled with full implementation of that strategy in the

US.



Kodak's split from WSW is forcing the group to review all its

international agency rosters.



Charlie Smith, Kodak director of worldwide PR and V-P for the consumer

business division said that he was looking to have 'fewer agency

relationships' across the globe, and was gradually replacing WSW on a

'pan-regional basis'.



Smith said it was unclear how local UK agencies, such as Republic

Communications, would be affected by the review, as the nature of the

European brief was still being decided.



'There are going to be global strategies developed by Ketchum and

regionally we are deciding if we should have a pan-regional agency,' he

added.



The global account will involve Ketchum's US offices in New York,

Chicago and Atlanta, but both parties stressed this arrangement was 'for

now', suggesting the relationships would spread globally as the account

takes hold.



WSW and Kodak separated because of 'differing business and strategic

needs'.



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