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
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
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
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
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.