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
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
Richard Bagnall-Smith, the managing director of WCJ, declined to
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
WCJ joined later, having previously worked with Fuji in Germany.
The UK Fuji account was won by Simons Palmer Clemmow Johnson in
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.