DIRECT NEWS: WCJ is poised to clinch pounds 3 million Fuji account

Wunderman Cato Johnson is in line to scoop the pounds 3 million through-the-line advertising business for Fuji after a four-way pitch against Grey, Walsh Trott Chick Smith and Jones Mason Barton Antenen.

Wunderman Cato Johnson is in line to scoop the pounds 3 million

through-the-line advertising business for Fuji after a four-way pitch

against Grey, Walsh Trott Chick Smith and Jones Mason Barton

Antenen.



Grey, Walsh Trott and Jones Mason have been told that their pitches,

based on both creative and strategic ideas, were unsuccessful, and WCJ

is understood to be negotiating contracts with the film

manufacturer.



Richard Bagnall-Smith, the managing director of WCJ, declined to

comment.



The appointment of a direct marketing agency underlines the client’s

increasing commitment to data-driven strategies for its advertising. The

task is expected to kick- off soon after the appointment has been

ratified and is likely to involve TV, press and promotional work. The

client’s aim is to become a more potent competitor to the market leader,

Kodak, and expand the Fuji brand to a broader group of consumers.



TBWA GGT Simons Palmer was the incumbent on the business until the

review was called last month (Campaign, 5 February). It was asked to

pitch against Grey, and declined. Walsh Trott and Jones Mason were then

drafted in.



WCJ joined later, having previously worked with Fuji in Germany.



The UK Fuji account was won by Simons Palmer Clemmow Johnson in

1996.



During its tenure it created campaigns for Fuji’s QuickSnap disposable

camera, the Fotonex camera and Nexia film.



The client’s move towards a more through-the-line communications

strategy was confirmed in summer 1997 when it embarked upon a

data-driven campaign for Fotonex, with creative by Simons Palmer but

data capture by Broadsystem. At the time it was speculated that a

below-the-line agency would be more appropriate for Fuji.



WCJ has also been appointed by Whirlpool, the white goods manufacturer,

to handle all of its customer service marketing across Europe.



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