Text 100 Takes Fuji Photo Film PR

BOSTON Text 100 has picked up the $1 million public relations account of Fuji Photo Film USA, the client confirmed.

The New York shop, a division of Next Fifteen Communications Group in London, beat independent Stanton Crenshaw Communications in New York in the final round of a review. Camilla Jenkins, vice president of corporate communications at Fuji, cited Text 100’s technology experience, along with its research and analytical capabilities, as key factors in the decision.

Text 100 is charged with a variety of public relations activities to promote Fuji’s photo imaging, magnetic market and computer products, including a new line of digital cameras.

Fees are estimated in the high six-figure range and could reach $1 million, according to Jenkins.

“There’s a lot of activity in the digital camera arena, and that will continue to be a real priority for us,” Jenkins said, adding that work would also focus on building the company’s overall brand.

Previously, the Elmsford, N.Y.-based company’s public relations duties were handled by Edelman Public Relations in New York for 21 years; Edelman participated in an earlier round of the review.

The Repovich Reynolds Group in Pasadena, Calif., oversaw the review process.

Publicis in New York handles the client’s advertising. Fuji spent $12 million on ads in 2002, per TNS Media Intelligence/CMR.