Kodak Global Media in Play

NEW YORK Eastman Kodak has launched a review to consolidate its global media buying and planning activities at one agency, sources said.

Kodak currently divides its media business among several shops, including Aegis Group’s Carat and WPP Group’s MindShare.

In a statement, a company representative said, “We’re continuing efforts to work with a more focused group of agency partners. This has been ongoing for the past 18 months, and has already resulted in greater operational efficiency with superior creative. We are not in discussions with any agencies beyond our current network at this time.” The rep declined further comment.

Agency executives could not immediately be reached.

The review is the culmination of nearly two years of discussions amid dwindling company fortunes and rising concerns over spending efficiencies, sources said.

Though the 118-year old company has embraced digital technologies, its core business has suffered with the decline in film usage, as has its media budget.

Kodak spent slightly less than $500 million on global advertising expenditures in 2005, according to a company 10-K filing. It was not clear how much of that amount was used to buy media.

According to Nielsen Monitor-Plus, Kodak’s domestic media spend was $90 million in 2005, down from $205 million three years earlier. Global spending figures were not immediately available.

Kodak’s lead creative agency is WPP’s Ogilvy & Mather in New York. That assignment is not affected by the media search, per sources.