New International Strategy Devised In Face Of Fuji Challenge
NEW YORK--Moving beyond its previously fragmented approach to worldwide branding, Eastman Kodak and its agency, Ogilvy & Mather, are in production on the client's first global umbrella image campaign, set to launch early next year.
The Rochester, N.Y.-based company has developed a unified global strategy to drive product usage. Ads will build upon such campaigns as the "Tall Tales" spots in the U.S., a series of energetic vignettes showing people taking advantage of Kodak technology and products.
An undetermined number of TV spots, shot in locations such as Barcelona, Spain, is expected to roll into worldwide markets, including the U.S., during the first quarter. That effort begins in Asia and Latin America and will also include a print campaign, sources said.
Kodak spends around $300 million in global advertising annually.
Beyond the global spots, regional marketing units will develop work tailored to their needs, sources said.
In the mature U.S. film and camera market, for example, the branding efforts will continue to focus on the company's interactive initiatives, which include a three-year, $150 million marketing and technology alliance with Intel. Ads will continue to feature products like Max film, which is positioned as versatile and effective under any environmental or climatic condition, as well as Advantix, Kodak's version of advanced photo system technology, sources said. Ogilvy, which consolidated most of the global account in 1997 from J. Walter Thompson, has used the tagline, "Take pictures. Further."
In Latin America, where less than 20 percent of the market in certain locations uses cameras, the advertising will focus on simply getting more people to take pictures.
The unified global approach is being implemented as Kodak has seen its market share erode under heavy price wars with arch rival Fuji. Industry observers predict the sparring will escalate and cause a further blurring of the lines between premium and value brands.
Both Ogilvy and the client declined comment.