In an effort to make a name for itself in the digital-photo era, a new campaign by Ogilvy & Mather in New York positions Kodak as a gallery that can preserve pictures forever. “We wanted to get out the idea that not only does Kodak have cutting-edge digital innovation, but also, no one understands the long-term importance of pictures better than Kodak,” says Chris Wall, co-creative head. The Joe Pytka-directed 60- and 30-second ads, breaking Thursday, show people perusing a mythical gallery called Kodak, which is infinitely large and contains everyone’s pictures. Web, print, radio, cinema and outdoor are also part of the campaign. Copy, “Keep it simple. Keep it Kodak,” appears in some ads, but there is no tagline. Spending was undisclosed, but Eastman Kodak spent about $110 million in measured media in 2004 and nearly $30 million from January to June of 2005, per Nielsen Monitor-Plus.
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