Maja Pawinska Sims 27 May 2018 // 11:56PM GMT
LONDON — Instax, the leading global instant camera brand from Fujifilm, has appointed M&C Saatchi PR as its retained UK communications agency.
The agency has put forward a blended team, in partnership with its above-the-line sister agency M&C Saatchi, to include PR, experience, digital and social. M&C Saatchi PR associate director Lauren Hunt-Morgan is the day-to-day lead on the account.
For the year to March 2018, instax sold 7.7m camera and printer units worldwide. Fujifilm group manager marketing, photo imaging Karina Thomsen said: “We were looking for an agency that could provide us with a strong integrated approach for our marketing communication effort, whilst driving strategic insight into each campaign or project. With M&C Saatchi PR, we found this to be at the core of their work and combined with their passion and lifestyle experience, felt that they were the right agency to help us deliver truly engaging communications.”
M&C Saatchi PR’s first activation for the brand was working alongside instax’s UK comms team on the launch of the instax SQUARE SQ6 camera — targeted at Gen Z and millennials — which features interchangeable filters and a selfie mode.
UK MD Davnet Doran said: “This win, not only of the instax product launch, but its ongoing PR retainer, is testament to our blended communications approach and passion for this brilliant brand. We’re looking forward to working alongside such an interesting and creative company as we help take its communications to the next level in the UK.”
Instax had an existing relationship with M&C Saatchi, including its Gen Z-focused ‘Fill The World With One Offs’ ad campaign last year. Gen Z marketing is also a focus for the PR agency this year, including a new podcast series.