New campaigns

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Kodak Document Imaging, Rochester, N.Y., this month launches a global print campaign to introduce its Kodak i30 and i40 scanners. The campaign uses the tagline "Innovation you can count on" and was developed by Buck & Pulleyn, also based in Rochester. Print ads will run in publications including Information Week, Business Solutions, VAR Business and CRN. The campaign is aimed at office technology buyers at pharmaceutical companies, law firms, small businesses, doctors' offices and financial service institutions. The ads are designed to give the Kodak scanners a human touch. One ad, for example, has the headline, "Meet your new scanning assistant," beside a picture of an index finger with a smiley face. The print campaign will be launched in Europe this month and in the U.S. and Canada in September. The ads are part of an integrated campaign that includes banner ads and direct mail, which are being developed in-house by Kodak. Spending was undisclosed.

Makino launches secrets campaign

Makino, a machine manufacturer based in Auburn Hills, Mich., last month broke a print campaign with the tagline "The trade's secret." HSR Business to Business, Cincinnati, developed the campaign, which uses mini-case studies to show how Makino can help companies reduce the costs associated with manufacturing. The ads are aimed at manufacturing engineers and technology buyers in manufacturing industries and plant management. Print ads are running in trade publications including Manufacturing Engineering, Modern Machine Shop and American Machinist. The campaign uses visuals of manufactured components, such as a large-screen TV speaker grille and an iron brake caliper, along with brief case studies that show how Makino helped the manufacturers save costs on manufacturing those parts. Ads drive readers to Makino's booth at the International Manufacturing Technology Show, which will be held in Chicago Sept. 8-15. Spending was undisclosed.

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