NEW YORK —South Korea manufacturer Prinics has tapped 5WPR to handle communications for its line of Kodak-branded cameras and printers.

Prinics, which is licensed to produce Kodak instant cameras and photo printers, named 5WPR its US agency of record in a competitive pitch. There was no incumbent agency.

5WPR will be responsible for strategic media and influencer relations campaigns, positioning the brand as the best-in-class instant camera and printer. The firm’s remit also includes driving awareness of the full range of Kodak products Prinics producers — the Kodak photo printer dock, Kodak Mini Retro mobile photo printers, and Kodak Mini Shot camera and printer.

“We look forward to working with 5WPR as we grow in the U.S. market,” said Andrew No, CEO of Prinics America. “Our dye-sublimation technology makes our product unique in the instant camera and printer space, and we are excited to bring on a partner who shares our enthusiasm in what a quality product means for documenting all of life’s special moments.”

Kodak, which dates to 1892, dominated the US film and photography business for most of the 20th century, but declared bankruptcy in 2012 after transitioning too slowly to digital photography. The company, which made photography affordable, subsequently sold its line of digital cameras and licensed its name to other manufacturers. 

Last year, Kodak made a dramatic shift in business, turning its attention to manufacturing pharmaceuticals after securing a $765 million US government loan.