Eleven Joins Kodak TV, Print Launch

Kodak’s digital-camera division has hired Eleven as its global integrated marketing agency without a review.

Its first job is the worldwide launch of the Easy Share digital photo system. Eleven developed the name, packaging, collateral, Web sites and point-of-sale materials for the con sumer product, a cam era and computer-docking device.

The 2-year-old San Francisco shop is also working with lead Kodak agency Ogilvy & Mather, New York, on magazine ads due to break May 14, said Kodak officials. Ogilvy is also shooting a TV spot for the launch. Total spending for the effort is estimated at $20-40 million.

Kodak spends about $150 million annually on global advertising.

News of the assignment surfaces as Kodak mulls a reallocation of ad duties on its consumer business [Ad week, April 23]. Roster shop Saat chi & Saatchi recently made a play for business now at Ogilvy, and last summer the client conducted a review focusing on digital products.

Kodak, based in Roch ester, N.Y., chose Eleven because of a past tie. Willy Shih, president of Kodak’s digital and applied imaging division, got to know Jordan Warren, Eleven’s CEO, a decade ago when they worked at IBM.

Eleven’s “integrated approach and the cleanness” of its design work impressed Kodak, said a client rep. Paul Curtin and Rob Price, co-found ers of the 35-person shop, previously headed the design group at Goodby, Silverstein & Partners here.

The client was initially attracted to Eleven by a case study from the shop that showed how all the marketing could be connected to the brand, and because senior staff would handle the work, said Warren. Curtin is serving as creative director on the campaign.

The work offers “the best chance to strut our stuff on a global basis,” Warren said. “It is more than a one-time project,” he added. The shop has already begun work on other undisclosed digital products for Kodak.

With the main focus on women, the launch will employ a simple and emotional message, said shop and client officials. All materials use Kodak’s tag: “Share moments. Share life.”