O&M SNAPS UP KODAK GLOBAL BRAND ACCOUNT

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After a last-minute invitation to pitch Eastman Kodak Co.'s new $50 million global branding business and relinquishing the $30 million Polaroid Corp. account, BBDO Worldwide ended up losing out to Ogilvy & Mather Worldwide.

The win for O&M, New York, brings to two the number of Kodak accounts at the agency. Last December, the Atlanta office landed the new $15 million Digital & Applied Imaging business.

"I think [the D&AI account] helped us in the presentation," said Shelly Lazarus, president of O&M North America. "We had, going into the pitch, a sense of what Kodak was all about."

The O&M effort was assisted by Steve Hayden, president-worldwide brand services for the IBM account. Mr. Hayden, from his days at Apple Computer agencies Chiat/Day and BBDO, has close relationships with former Apple executives Carl Gustin, now Kodak chief marketing officer, and Kodak consultant John Sculley.

Executives close to Kodak expect both the new assignment and the D&AI account to grow beyond their estimated billings.

Despite being the leading U.S. film company and a significant player worldwide, Kodak is in the midst of an image makeover to update consumer perception of its brand. Kodak wants to be seen as a technology leader and recognized for its innovations aside from traditional film.

If O&M performs, it's in a position to pick up more Kodak business. Under Messrs. Sculley and Gustin, Apple agency BBDO took on increasing global assignments.

Though BBDO, New York, is believed to have entered the Kodak pitch at the behest of Mr. Sculley, who worked with the agency at Apple and Pepsi-Cola Co., BBDO's chances may have been weakened because some executives with close ties to Mr. Sculley have left the agency. BBDO declined to comment.

Assignments with Kodak's other shops, J. Walter Thompson USA and Young & Rubicam, aren't affected. However, Kodak has been unhappy lately with lead agency JWT's work on its consumer account (AA, June 5). And though JWT New York General Manager Susan Gianinno has been working hard to shore up the agency's standing with Kodak, she's not considered out of the woods yet.

JWT-with $300 million in Kodak business-is said not to be favored by Mr. Sculley, who holds a lot of weight in the reshaping of Kodak's image. Still, JWT managers are glad to see O&M-a sister shop under WPP Group-pick up the new business at the expense of BBDO.

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