$120 mil global campaign offers first ads for APS format
Eastman Kodak Co.'s $120 million-plus global ad campaign from J. Walter Thompson Worldwide, supporting its new Advanced Photo System camera and film format, appears to put the agency on firmer ground with its client of more than 50 years.
The campaign for the new Advantix brand reinforces JWT's standing in Kodak's agency lineup, a position considered shaky since the arrival of Kodak consultant John Sculley last year.
"To be solidly entrenched in Kodak's future is very satisfying," said Susan Gianinno, general manager, JWT's New York office.
Kodak's Andrew Salzman, worldwide marketing manager and VP-consumer imaging, called the campaign "tangible evidence of what we're doing with the company overall, a very strong synergy with the product."
For now, Kodak's unprecedented support for Advantix appears to overshadow a planned $50 million global branding campaign won by Ogilvy & Mather Worldwide, set to break by June.
Young & Rubicam Worldwide, which handles overseas business including Japan and much of Europe, has been angling for new projects from Kodak but thus far has landed none.
The Advantix TV spots, which broke Feb. 1 and run till yearend, feature a moody score by David Bowie and a barrage of bold photography, capped with the tagline: "Take pictures. Further."
Kodak's U.S. media support for the Advanced Photo System will approach $100 million, compared with total 1994 spending of $65.4 million, according to Competitive Media Reporting.
Worldwide, photo marketers are expected to spend $150 million to back the new format.
Other developers of the format, including Minolta Corp. and Fuji Photo Film USA, also plan to spend heavily this year.
Fuji vowed to double its $6.6 million budget via Angotti, Thomas, Hedge, New York, to launch the Smart Film brand. And Minolta will hike spending by 50%, to $10 million, when it rolls out Vectis with ads from Lois USA.
AVAILABLE IN APRIL
Though the Advanced Photo System will not be available in stores until late April, Kodak is leaping into ads now to build interest in the format and brand.
Nikon and Canon also are joining the APS rush. Nikon's Nuvis will be handled by Fallon McElligott, Minneapolis. Canon will be the last to make its brand announcement, on Feb. 21, during the Photo Marketing Association convention.
Copyright February 1996 Crain Communications Inc.