Kodak sharpens its focus on China through O&M PR

Kodak has appointed Ogilvy and Mather PR to run its consumer marketing communications programme in China.

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

months.



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

June.



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

Wuhan.



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

pitch.



’The work will include support for executive visits to China and product

launches,’ said Kronick.



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