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.