Kodak Puts Morrison in the Health Imaging Picture

The Morrison Agency has been appointed lead shop for Kodak Health Imaging.

Atlanta-based Morrison defeated two undisclosed Northeastagencies in the final round of an eight-month review to capture the estimated $5 million account.

“We won because of the senior talent we put up against the account,” said agency chief executive officer Bob Morrison, “and our creative and global capabilities.”

The Morrison Agency’s pitch team included director of brand management Jeff Silver, chief creative officer Ron Fisher, group director Ashley Patterson and media director John Joyce.

With annual revenue of more than $2 billion, KHI is the Rochester, N.Y.-based client’s second-largest business unit.

Incumbent Integrated Communications Corp. in Lawrenceville, N.J., did not defend. ICC’s global account duties included strategic planning, advertising and collateral.

Morrison will be responsible for strategic planning, creative and media placement. The latter will be handled in conjunction with Kodak agency affiliates in Latin America, Europe, Africa and Asia.

Collateral marketing will be performed by two Rochester-area shops: Adam Communications and Eric Mower and Associates.

A key factor in Morrison’s victory, sources said, was its ties to ICOM, a network of independent agencies that provided the global reach required to service the account.

“Morrison, through its network, will bridge the gaps that exist so we will have uniform communications,” said John LaBella, client director of global communications

Through ICOM, Morrison was able to marshal the talents of fellow independents Dassas in Paris, Rino Publicida in Brazil, AdGrand in Singapore and Tokyo’s Nihon Kesai. The shops collaborated in the pitch via teleconferencing and an extranet communications system.

A print advertising campaign, targeting radiology department heads in hospitals and healthcare institutions, is scheduled to break in first-quarter 2002.

Along with traditional rivals like Fuji and Agfa and newcomers like General Electric and Siemens, KHI is rushing to move health imaging technology—from X-rays to laser imagery