Rochester, N.Y. – Kodak will shift its ad dollars away from the Olympics with the conclusion of the 2008 games in Beijing, the company said today.
In a statement announcing the move, brand management director Elizabeth Noonan said the shift reflected the company’s digital transformation.
“Digital technology changes everything, including the way we market our products and services. Our new business strategy requires us to reassess our marketing tactics as well, and adapt them to changing market conditions and evolving customer behavior,” Noonan said.
Kodak is one of 12 companies participating in The Olympic Program — the top-tier sponsorship. It will be an Olympic Program sponsor this year, operating a 20,000 square foot Kodak Image Center where photojournalists can work, among other support.
