Fuji picks Text 100 to take over for Edelman as AOR

ELMSFORD, NY: Fuji Photo Film USA has picked Text 100 as its new AOR after a three-month review that came down to Text 100 and Stanton Crenshaw. Fuji had previously worked with Edelman for 21 years.

ELMSFORD, NY: Fuji Photo Film USA has picked Text 100 as its new AOR after a three-month review that came down to Text 100 and Stanton Crenshaw. Fuji had previously worked with Edelman for 21 years.

Text 100 will work with Fuji on corporate communications, media relations, and analyst relations for various products, including audio and video media, and data-tape storage. But its first priority will be to "educate consumers about the ease of digital photography, and communicating the strength of our camera line," said Camilla Jenkins, Fuji's VP of corporate communications.

"I've wanted to make communications a clear, competitive advantage," said Jenkins. "I've looked at how we could become more integrated and centralized as an internal entity. And a natural step was to look at our agency partners and frankly see what kind of talent was out there. And the Text 100 team was very impressive."

Text 100 brought in not just senior staffers to pitch the account, but everyone who would serve on the team.

"Text 100 has the right kind of stature and global presence," said Jenkins. "They're a big firm, but not too big. We wanted to be important to our new agency. And we were impressed with their client base, such as Xerox and IBM. And the idea of a tech firm was intriguing, because we are a company that is a leader in our area, but not known for that leadership as much as we should be."

Not only was Jenkins' team impressed by Text 100, but so were Fuji's corporate executives outside of PR, who were involved in the selection process.

"I think [the executives'] involvement speaks to the importance of communications at Fuji," said Text 100 CEO Aedhmar Hynes.

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