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Article: Kodak EasyShare; Pierre Schaeffer.(Special Report: Marketing 50)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- November 1, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Beth Snyder Bulik
Eastman Kodak Co. may have been late in getting to the digital camera business, but its Kodak EasyShare system has vaulted the former film king to the No. 2 spot in U.S. digital camera sales in three years.
Led by Pierre Schaeffer, 41, VP-director of business strategy and marketing services, Kodak eschews a technology know-it-all approach in the booming digital camera space. Instead, Mr. Schaeffer and his team focus on Kodak's century-old brand strength as the company that consumers turn to for capturing memories in pictures. Its 2004 advertising, created by WPP Group's Ogilvy & Mather Worldwide, New York, encapsulates its ...