INTERNATIONAL: Fuji USA to hold pitch as it reviews the marketplace

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

Fuji director of corporate communications Thomas Shay said the agency pitch formed part of a wider comms review.

He explained: 'In an assessment of our PR efforts and corporate comms, we are taking a look at our current and future goals in the marketplace.

'And as part of this assessment, we are reviewing our agency relationships.'

The review is for Fuji's agency of record, which includes corporate communications, media and analyst relations as well as 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 involved in the pitch.

American executive search firm The Repovich Reynolds Group, which specialises in PR and marcoms, is leading the search for Fuji.

'This is the first time we've done this in about 20 years,' Shay said.

'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.'

Fuji Photo Film UK confirmed it is not reviewing its PR needs.

- Edelman won The Holmes Report 2003 Agency of the Year award this month, shortlisted alongside Burson-Marsteller, Fleishman-Hillard, Manning Selvage & Lee and Ruder Finn.

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