Fuji reverses pan-Euro ad policy

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DUESSELDORF -- Fuji Film Photo Europe has turned its back on pan-European advertising - for the time being at least - and appointed three separate ad agencies for its most important markets of Germany, France and the U.K.

The European arm of the Tokyo-based company was forced into a re-pitch situation last month after Cordiant's Saatchi & Saatchi resigned the business following its win of the competitive Kodak account.

SEA of Germany, Euro RSCG subsidiary Scher Lafarge in France and Simons Palmer Clemmow Johnson emerged the victors from a pitch against other local agencies plus pan-European contenders Dentsu and the Campus Network.

Peter Samwell, head of strategic planning in Duesseldorf, was not available for comment. But Janet Hutt, group product manager at Fujifilm's Consumer Photographic Division in the U.K., confirms that the company "looked at the pan-European option, but decided there is not enough similarity between Germany, France and the U.K. in terms of consumers and the situation the brand is in."

Paul Simons, chairman of Simons Palmer, claims his agency has also been asked to look at developing some TV ads which may show in other European countries too."There may be a need for pan-European work in the future," admits Hutt. "It's not decided who will do that." The U.K. account is worth $9.4m. Ads in the U.K. are likely to focus on building awareness of Fuji's reputation elsewhere in the world as a market leader and an innovator.

Simons Palmer, which opens offices in Paris and Frankfurt next month, is also looking to set up shop in Tokyo and the U.S. in the next year. Apart from Fuji, its international clients include Sony PlayStation, Nike, and the International Red Cross.

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