The Japanese company decided against a pan-European ad policy in choosing three separate agencies this month, declaring that consumers and development of the Fuji brand is at such different stages in each of its key European markets. The three local agencies are to produce print ads for their own countries.
Still undecided, too, is the fate of the media buying account in Germany, currently handled by Zenith Frankfurt. Cordiant's Saatchi & Saatchi resigned the Fuji business following its win of the competitive Kodak business - but Saatchi will not handle Kodak in Germany. Zenith Frankfurt's contract extends to the end of this year.
Copyright September 1996, Crain Communications Inc.