KODAK AGENCIES MERGE MEDIA BUYING
By Adnews Staff
The previously announced realignment of Kodak's global media buying account involves the company's two consumer advertising agencies, J. Walter Thompson and Ogilvy & Mather, joining forces to form a new media buying entity. Both JWT and O&M are members of the WPP Group, a holding company for a number of agencies. Each agency will retain separate planning responsibilities for its product assignments. In a press release, Kodak says it expects the new arrangement to ensure global cost effectiveness, while providing consistent brand message delivery. The company adds that the consolidation will allow Kodak to take advantage of opportunities for regional and global media buys. Kodak also announced it will be entering the realm of global event marketing to help develop its brands.