Kodak Hires CAA-GBG to Expand Brand Licensing

Kodak Hires CAA-GBG to Expand Brand Licensing


Rochester, NY—Eastman Kodak Company appointed CAA-GBG Global Brand Management Group’s TLC division to expand its worldwide brand licensing program. CAA-GBG is among the world’s largest brand management companies.

Kodak plans to partner with technology and lifestyle businesses to expand its iconic brand’s global consumer footprint. TLC will leverage its long-standing relationships with leading manufacturers and its network of 24 international offices to secure partnerships for the program.

Kodak’s long history in photography spans more than a century. Ant it is one of the most widely recognized brands in the world. Today, it is applying its materials science expertise, rooted in film manufacturing, to new applications. These range from touch sensors to 3D printing.
Kodak Motion Picture Film also continues to thrive in the movie business. Recent releases have been shot on the company’s film. These include Jason Bourne, The Hateful Eight as well as Batman v Superman: Dawn of Justice.

Furthermore, based on interest from amateur and professional filmmakers, Kodak will introduce its new Super 8 camera. The Super 8 Revival initiative was announced earlier in 2016.

“We look forward to working with TLC to maximize the value of the Kodak brand across a broad range of consumer products,” said Brian Cruz, vice president and general manager, Kodak’s Consumer Products Group. “We know that there is huge potential to grow the Kodak brand through our licensing business, and TLC is the right partner to help us grasp these opportunities.”

TLC will develop a long-term brand extension strategy focused on the audio-visual, technology, and also communication sectors. Key markets for brand licensing development include North America, Latin America, Asia and, specifically, India.

Since 1996, TLC has advised clients on all aspects of creating brand extension programs. With operations globally, TLC has created strategic brand extension opportunities for clients across a range of consumer products. Clients include Coca-Cola, Jeep and Hershey’s, as well as renowned artists like Jennifer Lopez. Furthermore, in 2014, TLC was acquired by Global Brands Group and is now part of a joint venture with leading entertainment and sports company Creative Artists Agency (CAA), forming CAA-GBG.

“We are truly excited to be a part of this next phase of Kodak’s brand development,” added Daniel Avener, senior vice president, TLC. “TLC is uniquely positioned to leverage Kodak’s iconic brand status for future generations of consumers and professionals across the globe.”

Kodak Today

Kodak is a technology company focused on imaging. It provides—directly and through partnerships with other innovative companies—hardware, software, consumables and services to customers in graphic arts, commercial print, publishing, packaging, electronic displays, entertainment and commercial films, as well as consumer products markets. kodak.com