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."