NEWS: Kodak squares up to Fuji for Euro PR battle

The battle between Kodak and Fuji over restrictive practices has moved to Europe, with Kodak signing up PR firm Leedex and Fuji poised to hire Edelman.

The battle between Kodak and Fuji over restrictive practices has moved

to Europe, with Kodak signing up PR firm Leedex and Fuji poised to hire

Edelman.



Kodak hired Leedex for a European media campaign, believed to be worth

around pounds 200,000 in fees, after an August pitch against Hill and

Knowlton, Burson Marsteller and Fleishman-Hillard.



Fuji, meanwhile, is thought to be about to sign up Edelman in Brussels.

The agency is believed to have had a series of talks with Kodak recently

about a European brief, and has been supporting Fuji in the US for about

a year.



The agency activity follows the referral to the World Trade

Organisation, of a complaint by Kodak and the US government that Fuji

and the Japanese government have conspired to keep foreign film products

out of Japan.



Kodak, with ten per cent of the Japanese market, claims restrictions in

the retail market put it at a disadvantage. But Fuji claims its 70 per

cent share of Japan’s market is the result of consumer preference and

effective marketing.



Leedex associate director Deborah Lewis said the agency would be using

its own associate network in Europe and working in tandem with Kodak’s

‘legal lobbying agencies’ in Brussels and Washington.



The WTO’s analysis of the dispute is expected to take at least six

months.



Lewis said campaign details were still under discussion, but target

audiences were the European Commission, national governments, business

and the photographic industry.



Leedex’s appointment follows its pan-European research project for

Kodak, last year, on restrictive practices.



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