Fuji has appointed Mother to its estimated pounds 6 million creative account following a four-way pitch.
The agency beat Partners BDDH, Walsh Trott Chick Smith and the incumbent Impiric to the business.
The appointment will aim initially to increase awareness of the Fuji brand in the UK, but European work may follow. The company spent less than pounds 1 million through Grey Advertising in the UK last year but is expected to increase the budget to compete with Kodak.
Roger Moore, the business manager at Fuji Consumer Imaging, said: 'Fuji needs to establish itself more strongly as a major player in the UK. The energy, intelligence and creativity that Mother brings will take Fuji on to a much higher brand platform.'
Stef Calcraft, a founder of Mother, added: 'Fuji is a global brand that just needs the confidence to relax itself. It deserves to be famous.'
Mother's appointment will not affect media planning and buying, which is handled by Manning Gottlieb Media.