ELMSFORD, NY: Fuji Photo Film USA will part ways with Edelman as its AOR after 21 years. Its review for a new firm is down to Text 100 and Stanton Crenshaw.
"It has nothing to do with the quality of Edelman's work," said Thomas Shay, director of corporate communications. "But after 21 years, with so many changes in our company, our business, and the industries we compete in, we felt it appropriate to review where we were and what our needs were, and that included looking at [PR] alternatives."
Edelman was one of the five firms Fuji considered before narrowing it down to the final duo. The other two agencies were GCI and Cohn & Wolfe.
Shay said he hoped to select the new AOR by the end of June.
The new firm will cover corporate PR, as well as all product lines, including digital photography cameras, audio and video media, and data-storage devices.