A global branding campaign is scheduled to begin the first quarter of 1996 that will reposition Eastman Kodak for the digital age.
The Kodak campaign will be the first brand positioning effort for the company in several years.
Ted Knight, manager of marketing publicity for Kodak Canada, says the company wants to be known for the integrated use, and not just the capture, of images.
The multinational campaign will come from Ogilvy & Mather Worldwide of New York, which recently won the account, worth about US$40 million, in a shootout with BBDO Worldwide.
o&m was named Kodak’s worldwide agency of record for its Digital & Applied Imaging business last November.
The new branding account will not affect Kodak’s existing agency assignments. PS
