He also said Kodak will "give our agencies every year an R&D budget to experiment, to discover and to innovate without any strings attached." He didn't disclose the size of the budgets, but Kodak Chief Marketing Officer Carl Gustin told Advertising Age after the speech it will total several million dollars across the Kodak agencies.
Mr. Fisher also spoke about the impact of new-media on the ad business, bringing full circle the discussion started two years ago by then Procter & Gamble CEO Edwin Artzt. The question now, he said, is not "Do we play?" but "How do we play?"