VALHALLA, NY—Fuji Photo Film USA, a leader in imaging and information products and services, has appointed Text 100 to provide strategic communications counsel in support of its Fujifilm brand in the United States. The assignment encompasses corporate and business unit public relations strategy and tactical execution and is believed to be worth in the high six-figures.
Text 100 beat out fellow-finalist Stanton Crenshaw Communications for the account, which had been at Edelman for more than 20 years.
The new agency will work with Fujifilm’s corporate communications group to establish greater public awareness of the company and communicate its technology leadership in the imaging and information solutions markets, according to Text 100 chief executive Aedhmar Hynes. That includes four of the five business units under Fuji Photo Film USA: Computer Products, Magnetic Markets, Motion Picture Products and Photo Imaging.
Text 100 will manage the program from its New York City office.
“We conducted a search to find an agency partner that not only had proven capabilities across a battery of key criteria, but also an agency that was a good fit for Fujifilm,” says said Camilla Jenkins, Fuji’s vice president, corporate communications. “Text 100 answers both of those needs. Its analytical and research skills allowed it to quickly climb the learning curve of a new industry and give us great insight into the phenomenal opportunities for the Fujifilm brand.
“At the same time, its energy and enthusiasm for delivering on those opportunities created the right chemistry with our team.”
Says Hynes, “Text 100 has a deep history in the technology industry and a long heritage of helping forward thinking companies build and extend their brands across the broadest set of audiences. Fujifilm is already a huge brand, but we’re looking forward to working with the Fujifilm team to further build, refine and develop that brand so it speaks consistently and eloquently to all of the company’s constituents.”
At a time when major technology clients have been looking to consolidate their business with large, multinational, generalist PR firms, Text 100 has been successful and attracting and retaining giant companies, including Xerox and IBM as well as Fuji.
The Repovich Reynolds Group in Pasadena, Cal., oversaw the review process.