Man from Mars lands Kodak at Ogilvy

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Mike Hemingway, global director on the Mars account at Grey Advertising Worldwide in London, has joined Ogilvy & Mather in New York as worldwide account director on the $300 million international Eastman Kodak Co. account.

Mr. Hemingway succeeds Mike Schumacher, who was the managing supervisor on Kodak. Mr. Schumacher is being transferred to San Francisco to open a satellite Ogilvy office.

"I've moved here, just me and my laundry really," said Mr. Hemingway, 48, who was an integral part of the pitch that won Mars five years ago for Grey and who most recently helped the agency win Mars' Twix assignment. He also was European director for the launch of Procter & Gamble Co.'s Pantene.

"[Mr. Hemingway] is an accomplished globalist with the experience and insight to know what makes advertising work around the world," said Bill Gray, co-president of Ogilvy, New York, in an internal agency memo announcing the appointment.

"You don't always have a chance to work on something like Kodak," Mr. Hemingway said, explaining his move. "Around the world, you tend to see only two things -- red and yellow. [Coca-Cola Co.] on one hand, Kodak on the other. And when you travel around the world a lot as I do, you start to think, I'd rather fancy working on one of those."

BURNETT

Mr. Hemingway started in the ad business as a relief invoice controller at Leo Burnett Co. in London in 1975. He spent about 10 years on the account side at small creative London agencies Boase Massimi Pollitt, and Collett Dickenson Pearce, before moving into the international arena at Grey for eight years.

"The opportunity for me at Ogilvy is to put those two things together -- the creative work and the international reach," Mr. Hemingway said. "My key value is connecting insights around the world and how brands will work without being too parochial. I don't think there are too many of us around who do that kind of thing."

Kodak is one of Ogilvy's three largest global accounts, the others being IBM Corp. and American Express Co. In 1995, the agency won the $30 million domestic Kodak account, which has grown to a $300 million international assignment. The agency handles advertising for all Kodak consumer products.

Ogilvy currently is finishing a series of spots for Kodak, which Mr. Hemingway said he was not at liberty to discuss in detail; but he indicated that they were just beginning a briefing process for a new campaign.

David Apicella and Jeroun Bours are the chief Ogilvy creatives on the Kodak account.

"At the moment, I'm doing a lot of learning," Mr. Hemingway said. "I'm learning about a different category and I'm spending lots of time with the client."

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