NEW YORK Deutsch here has landed U.S. creative and media duties on Kodak’s line of inkjet printers, the client confirmed today.
The Interpublic Group shop took the consumer-directed assignment without a review. Billings were not disclosed, but sources estimated them at $40-50 million. A Kodak representative declined to discuss spending.
“The Kodak consumer inkjet printer business has an incredibly compelling and competitive story to tell and we are excited to work with them to claim the leadership position,” said Deutsch CEO Linda Sawyer. “It is a new day at Kodak, and a new company, and we are excited to be part of the next chapter in their iconic history.”
WPP Group’s Ogilvy & Mather in New York previously handled the business. Ogilvy, however, remains Kodak’s lead agency for consumer ads in the U.S. and overseas.
In confirming the hire, the Kodak rep said of Deutsch’s executives: “They’re just people that we all know and thought very highly of.” The first work from the new agency is expected in Q1 2009.
Kodak’s total major media spending has fallen substantially so far this year, based on past full-year amounts. In 2006, Kodak spent nearly $40 million in major media — a figure that grew to more than $60 million last year, according to TNS Media Intelligence. But in the first half of 2008, total spending dipped to less than $6 million, per TNS.
The hiring of Deutsch comes as the Rochester, N.Y.-based Kodak fills its global chief marketing post.
Earlier in the week, Kodak said that effective Jan. 1 chief business development officer Jeffrey Hayzlett would assume the role, succeeding Carl Gustin, who retired in July 2007. Hayzlett was among the decision makers in the hiring of Deutsch, the Kodak rep confirmed.