Kodak has appointed Ogilvy and Mather PR to run its consumer
marketing communications programme in China.
O&M has worked with the film giant on a corporate brief for 18
Its contract has now been extended to include support for consumer
branding, new product launches, sponsorship and events.
Kodak’s decision to appoint O&M follows the consolidation of its
worldwide advertising with Ogilvy and Mather Worldwide at the end of
The advertising agency, sister company to the PR firm, took over
responsibility for Kodak’s traditional film and camera products from
fellow WPP agency J Walter Thompson. It already handles corporate
branding, digital and applied imaging products, photo finishing, retail
services and single-use cameras.
’Most people buying PR services at the moment are multinationals who
want to deepen their roots in China,’ said Scott Kronick, MD for O&M in
Beijing. He added that firms are keen to explore opportunities in the
’second tier’ of Chinese cities, including Shenyang, Chengdu and
The trend away from project-based work, towards more comprehensive
campaigns, is signalled in another O&M win, with computer giant IBM. O&M
won the brand building and corporate account after a three-way
’The work will include support for executive visits to China and product
launches,’ said Kronick.