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In a surprising move, Eastman Kodak Co. has asked BBDO Worldwide to duke it out with Ogilvy & Mather for the marketer's estimated $50 million worldwide branding campaign.

A decision is expected within a few weeks. Kodak plans to break new global branding ads by November, in conjunction with its co-sponsorship of "CNN Olympic Updates," 3- to 5-minute reports on the '96 Olympic Games.

BBDO joined the review last week at the special request of Kodak consultant John Sculley, a former president of both Apple Computer and Pepsi-Cola Co., both longtime clients of the New York-based agency.

Almost instantly, Polaroid Corp. and its $30 million account split from BBDO, its agency of nine years, confirmed Joanna Hughes Brach, Polaroid director of marketing communications and photographic imaging.

The move indirectly pits BBDO against Steve Hayden, the agency's longtime leader of Apple creative whom O&M recruited last year to be president of worldwide brand services on IBM Corp.

Mr. Hayden has an unofficial advisory role in the pitch. But he had a close relationship with Mr. Sculley from his Apple days and with Carl Gustin, 44, who led Apple's advertising under Mr. Sculley and who was promoted last week to Kodak senior VP-chief marketing officer from general manager and VP-Digital & Applied Imaging.

Mr. Hayden is also a longtime photography enthusiast and would be a strong candidate to help run the Kodak account, if the agency could find a way to let him split his time between Kodak and IBM. O&M currently handles Kodak's $15 million Digital & Applied Imaging account.

The finalist selections are a blow to longtime agency J. Walter Thompson USA, currently with $300 million in Kodak business, as well as Young & Rubicam, which handles some Kodak international business.

To curry favor with Mr. Sculley, JWT tried to roll out a changed picture of itself with a new account team, shuffling creatives and trading warm images for more zany creative in a FunSaver Pocket single-use camera campaign that broke June 5. Y&R and Leo Burnett Co., Chicago, remain in the running for a retail assignment.

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