Kodak Adds Deutsch to Roster

Interpublic Agency to Handle Consumer Inkjet Business

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NEW YORK (AdAge.com) -- Eastman Kodak Co. is expanding its roster and reaching out beyond longtime agency of record, WPP Group's Ogilvy & Mather, to work with Interpublic Group of Cos.' Deutsch, New York, the marketer said.
Kodak is looking to grow in the inkjet business in 2009.
Kodak is looking to grow in the inkjet business in 2009. Credit: Kodak

The work, which was handed to Deutsch without an official review, is for Kodak's consumer inkjet business, an area the marketer wants to grow in 2009.

"Its an area of the business we've been in, and we're going to focus some more attention on it next year," said Leslie Dance, director of worldwide brand marketing and VP for consumer digital group.

The Rochester, N.Y.-based company's heritage is in photographic film products, but in recent years it has been evolving with an eye towards the digital photography and digital printing market.

Deutsch was appointed to the roster because "they have a great reputation and are a very creative shop," Ms. Dance said. "Ogilvy has been and continues to be our agency of record."

The appointment of Deutsch to the marketer's roster comes as Kodak this week promoted Jeffrey Hayzlett to CMO effective Jan. 1. He will report directly to Kodak Chairman-CEO Antonio Perez.

Mr. Hayzlett, who earlier this month was named 2008 Marketer of the Year by Advertising Age sibling publication BtoB, currently serves as corporate VP-chief business development officer. He has been at Kodak since April 2006.

According to TNS Media Intelligence figures, Kodak has drastically cut spending on domestic measured media, to just $6 million for the first six months of 2008, compared with a total of $62 million for the full-year 2007.

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