- Todd Wasserman, Brandweek

NEW YORK Eastman Kodak this week named Jeffrey Hayzlett chief marketing officer, effective Jan. 1.

Hayzlett, who joined Kodak in 2006 as CMO and vp of the graphic communications group, became chief business development officer in December 2007. Carl Gustin, Kodak's previous CMO, retired in July 2007. The position had remained unfilled until now. Kodak rep David Lanzillo said no one has been named to replace Hayzlett in his previous position.

During Hayzlett's tenure, Kodak's b-to-b activity went from 30 percent of the business to the current 60 percent. Lanzillo said that was due in part to the consumer business, which was primarily based on film and changed as digital photography became the norm.

The change has also manifested itself in Kodak's advertising. Once one of the largest advertisers in the U.S., Kodak spent just $8 million on measured media through September of this year (not including online), versus $50 million-plus in 2007, per Nielsen Monitor-Plus.

Lanzillo said the company is focusing its marketing efforts on “brand activation activities” like the recently announced Kodak Challenge -- which rewards the PGA Tour pro who gets the lowest score on at least 18 Kodak Challenge holes throughout the season -- and Kodak's recent sponsorship and product placement on NBC's The Apprentice.