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'.
