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With campaigns being implemented in 35 countries and 22 different languages using dozens of local agencies – all doing their own thing – Kodak was in communication chaos – missing deadlines, using inconsistent launch materials, duplicating costs and effort. Freedman brought order to the proceedings by centralising activity across EMEA – defining a new efficient implementation process and – at the same time – saving Kodak a third of its below the line marketing budget. |
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