The Melville, N.Y.-based marketer wants to "pursue a new creative direction for the company's advertising campaigns to promote the brand and its newly expanded line of products and services," according to a statement.
Search consultant to be named
Nikon plans to name an agency search consultant within 30 days.
Nikon spent $16.9 million measured media in 2001, much of it to promote the Coolpix 2500 digital camera in the brand's first TV spot in eight years. That spot, called "The Search," followed a hipster's quest to find his camera after two women borrowed it
The company has been trying to reposition itself to a younger consumer in recent years. In 2000, Nikon used actress Kim Cattral from the sitcom Sex in the City in a print effort and mobile marketing.
Nikon is the second client in a month to split with Fallon, which is part of Publicis Groupe; Timex Corp. parted with the agency after 15 years.
"They [the account losses] are separate and unique situations," said a Fallon spokeswoman, who declined to comment further.