Japanese photographic giant FujiFilm is looking for a new agency to
handle its consumer photographic business in the UK.
Charles Barker, Edelman, Lynne Franks and Barclay Stratton have been
asked to pitch for a contract thought to be worth at least a six figure
sum in annual fees.
The strategy is to develop FujiFilm as a mass-market brand through
consumer PR for the company’s film and cameras. The consumer PR drive
will coincide with a new advertising campaign through Simons Palmer
Clemmow Johnson due to break later this year.
Janet Logan, marketing manager for FujiFilm UK Consumer Photographic,
said she wanted to appoint an agency as soon as possible so she could
’step consumer PR up a gear’.
The pitching agencies have been asked to devise a PR campaign for a
’single use’ camera in order to test their approach, but the appointed
firm will work across FujiFilm’s product range.
Specialist photographic PR agency Forrest Fairway Media has handled
trade and consumer PR for FujiFilm since 1989 and will continue to
communicate with the specialist photographic press. However proprietor
Alistair Forrest admitted his agency was not geared up to handle larger
scale consumer work.
Edelman already works for FujiFilm in the US and France. It is also
advising on the company’s trade dispute with Kodak (PR Week, 13
September 1996). The US government referred Kodak’s complaint about
FujiFilm’s protection in the Japanese market to the World Trade