Fuji holds first agency review in 21 years

ELMSFORD, NY: Fuji Photo Film USA is launching its first agency review since Edelman began working with the company as its AOR 21 years ago.

ELMSFORD, NY: Fuji Photo Film USA is launching its first agency review since Edelman began working with the company as its AOR 21 years ago.

"In an assessment of our PR efforts and corporate communications, we are taking a look at our current and future goals in the marketplace," said Thomas Shay, director of corporate communications. "And as part of this assessment, we are reviewing our agency relationships."

The review is for Fuji's AOR, which includes corporate communications, media and analyst relations, and PR for a variety of products, including digital and film cameras, audio and video media, and data tape storage.

While Shay declined to say how large the account is, or how many agencies are involved in the review, PRWeek has learned that Edelman, Ogilvy PR Worldwide, and Ruder Finn are all involved. The Repovich Reynolds Group is leading the search for Fuji.

"This is the first time we've done this in about 20 years," said Shay. "A lot is changing in our business. We felt it was an appropriate time to evaluate our current situation and see where that leads us.

"A vast majority of the business we're in has migrated toward digital," he added. "Some areas have moved faster than others. The need for data storage and backup has just exploded, and we're involved in online photo finishing. Our market has just really changed."

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