Kodak switches its focus to Ketchum for global PR

ROCHESTER, NY: Ketchum has emerged triumphant in the three-way

battle for Kodak's giant PR account, put into play in August after a

split with Weber Shandwick Worldwide.

The business encompasses global brand PR strategy for the Kodak

Professional, Customer Imaging, and Digital & Applied Imaging divisions,

coupled with full implementation of that strategy in the US


Fleishman-Hillard and Ogilvy PR also competed for the business. Ogilvy's

failure to convert the pitch will be keenly felt, as many had thought it

would be a shoo-in. Not only does Ogilvy handle the PR business for a

number of markets in Europe and Asia, but many of Kodak's other

marketing requirements are handled by sister WPP shops. Ad agency Ogilvy

& Mather, media planning and buying shop MindShare,

direct-marketing agency OgilvyOne, and new-media shop Ogilvy Interactive

all work for the photo giant.

Charles Smith, director of worldwide PR and VP for Kodak Consumer

Business, explained that he was now looking to have "fewer agency

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

"pan-regional basis," suggesting that further account reviews worldwide

were to be expected.

While contractual arrangements are still being hammered out, Ketchum

would not disclose how many staffers would be assigned to the business,

nor would Kodak disclose a budget for competitive reasons. The account

will initially involve the New York office, as well as Atlanta (where

Kodak's consumer sales and marketing operations are headquartered) for

consumer and digital expertise, relying on Ketchum/CTC in Chicago for

b-to-b technology input. But both parties stressed that this arrangement

was "for now," suggesting that the relationships would spread globally

as the account takes hold.

Smith explained that Ketchum would be working closely with Kodak's other

agencies - the result of an effort on Kodak's part to integrate all

marketing activity under the tagline "Share moments. Share life."

"In the past, we have had separate advertising and marketing campaigns

and spoke with multiple voices to the consumer," said Smith, "but now it

is all aligned. Kodak's message is all about getting better pictures and

finding ways to share them."

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