Eleven Snaps Up $20-40 Mil. Project From Kodak

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

Its first job is the worldwide launch of the EasyShare digital photo system. Eleven developed the name, packaging, collateral, Web sites and point-of-sale materials for the consumer product, which consists of a camera and computer-docking device.

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

Kodak spends about $150 million annually on global advertising.

The Rochester, N.Y.-based client 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 in the workstation unit at IBM.

“Kodak works with a number of independent agencies around the world,” said a client representative. She said Kodak was impressed with Eleven’s “integrated approach and the cleanness” of its design work. Shop co-founders Paul Curtin and Rob Price previously headed the design group at Goodby, Silverstein & Partners, San Francisco.

The client was initially attracted to the agency by a case study 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.

It is easily the largest and most influential account for the 35-person agency. It 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 the client.

The launch will target the mass market, particularly women, with a camera system that is easy to use and a message that is clear, simple and emotional, said agency and client officials. All materials use Kodak’s tagline: “Share moments. Share life.”