Fujifilm replaces Edelman with Text 100 after 21 years

ELMSFORD, NY: Fuji Photo Film USA has appointed Text 100 as its agency of record across the country.

The hire follows an agency pitch process that culminated in a face-off between Text 100 and Stanton Crenshaw Communications.

Text 100’s appointment ends Fuji’s 21-year relationship with Edelman, whose account was put up for review more than three months ago (PRWeek, 25 April).

Text 100 will work alongside Fuji’s in-house PR team, handling corporate communications, media relations and analyst relations for various products, including audio and video media, as well as data-tape storage, focusing on promoting the Fujifilm brand.

The agency’s immediate priority is to ‘educate consumers about the ease of digital photography, and communicate the strength of our camera line,’ according to Fuji Photo Film USA vice-president of corporate comms Camilla Jenkins.

Explaining the PR agency change, which is part of a wider comms review, Jenkins said: ‘They’re a big firm, but not too big. We wanted to be important to our new agency.

‘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,’ she added.

Text 100 North America vice-president Linda Parker and New York-based account manager Nina Koh are leading the account team. The work is being handled from Text 100’s office in New York.

Fuji Photo Film USA was founded in 1965 and is headquartered in Elmsford, NY, with offices and distribution centres spread across the country.

Fuji Photo Film USA is the US marketing subsidiary of Fuji Photo Film Co of Tokyo.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.