ROCHESTER, NY: Kodak has selected Lois Paul and Partners to handle b-to-b PR efforts for two of its business units following a competitive review.
The company brought on Lois Paul earlier this month to manage communications for its graphics, entertainment, and commercial films group, as well as its digital printing and enterprise unit, said Bill McLaughlin, EVP at the agency.
Kelly Mandarano, communications director for Kodak's graphics, entertainment, and commercial films unit, said Lois Paul stood out in the review because of the agency's “very robust plan,” which incorporated integrated efforts and strategic messaging platforms.
She declined to disclose further information about the RFP process or the agencies that competed.
Last fall, Kodak emerged from Chapter 11 bankruptcy, selling its consumer-focused business to concentrate on commercial products and technology. The separate consumer-facing and b-to-b company is called Kodak Alaris.
Eric Mower + Associates previously handled PR for the graphics, entertainment, and commercial films group and the digital printing and enterprise unit for more than 10 years.
Greg Loh, managing partner of PR and public affairs at Eric Mower, said in a statement that as Kodak neared its exit from bankruptcy, it chose to conduct a review, and the firm declined to participate.
“[Eric Mower] will continue supporting Kodak's US and Canada division, [which includes the packaging business] through the middle of this year,” he added. “We're also continuing as PR AOR for Kodak Alaris' document-imaging business.”
Kodak is continuing to work with Kekst and Company on corporate and financial communications and media issues and Ignite Strategic Communications on the motion picture side of the business.
McLaughlin said Lois Paul will work on media relations for the business units, focusing on telling “the next generation Kodak story” and showing organizations how the company can help them make the shift to new technologies.
The goal is to “leave behind some of the things people used to associate Kodak with and focus on the really strong business the company has in the b-to-b space,” he added.
“I would love to see Kodak's overarching story be told and not just focused on product announcements but something that's more integrated with the great technological acumen we have here,” explained Mandarano.
Lois Paul will also work on thought leadership efforts with the company and support Kodak's social media initiatives in an advisory role.
McLaughlin declined to disclose budget information on the account or how many staffers are working on the business. The contract is initially for one year.
This story was updated on February 27 at 10 am to clarify that Kodak Alaris is both a consumer and b-to-b company.