The campaign was developed by Partners and Napier, Rochester, N.Y., and includes print, online, direct mail and events.
The effort focuses on partnerships, using the word “and” prominently in the ads. “ ‘And’ is a key theme,” said Jeff Hayzlett, Kodak’s CMO, in an interview with BtoB. “We want to show the partnerships we have with our customers.”
An overall brand ad, which will begin running next month in publications aimed at commercial printers, shows business execs at an airport accessing information in a number of ways that represent different services from Kodak such as digital imaging, document imaging and packaging.
“This is a very big departure from most ads that are productcentric; this is solutioncentric,” Hayzlett said. “We are trying to focus in on how people use our products in an everyday setting.”
More targeted ads will drill down into vertical segments.