8/8/03
By Peter Landau

PR firm Text 100 has won it share of big tech accounts -- Cisco, IBM and Xerox, for starters. The San Francisco-based agency recently won the Fujifilm U.S. account. Technology Marketing spoke with Aedhmar Hynes, CEO of Text 100, about the win and plans for the account.

Technology Marketing: What was it that differentiated Text 100 from the competition, compelling Fuji Photo to choose you as its AOR?

Aedhmar Hynes: Fujifilm said its main reasons for choosing Text 100 over any other agency the following: Global insights and capability combined with a culture that's more akin to a small agency; our methodology and research-driven approach -- we demonstrated immediately that our team was capable of quickly understanding complex markets to provide strategic counsel; our heritage of working predominantly for technology companies gave us an advantage in delivering effective results for non-technology companies.

And finally, our people that we presented -- from the most senior leaders to the junior members -- demonstrated how well they understood Fujifilm's industry and PR challenges. The fact that Text 100 has a reputation of very high staff retention rates also appealed. There was a strong chemistry between the Fujifilm team and the Text 100 team from the first moment we met.

How will Text 100 support the Fujifilm brand in the U.S.?

We will support all of Fujifilm's North American PR needs -- corporate brand, divisional products across all Fujifilm audiences. Fujifilm is the world's leading imaging and information company. Their history of technology innovation and leadership is a great story, just waiting to be told. We will also help to promote Fujifilm as a leadership brand.

There is so much they already do, e.g. heavy involvement in environmental in philanthropic activities. We'll work closely with the internal PR, branding and advertising teams to re-align the consumer and business perception, to build on the inclusive nature and goodwill surrounding the brand today -- it is so much more than "the world's number two film-maker!"

Can you discuss some of the things that Fujifilm was doing right and wrong prior to signing on with Text 100?

To be honest, the challenges of the future are very different from the past, so they are different campaigns. The business and consumer markets that Fujifilm serves are disparate, but all in the same state of flux -- convergence. People want to know how they can integrate the analog and digital worlds. Our campaign will address the opportunities in this future world, and there are many people and businesses struggling with this today.

How will Text 100 work with Fujifilm to establish greater public awareness of the company in the imaging and information solutions markets?

Our PR program will focus on helping people to understand all their options. For example, many consumers view their digital camcorder in a different way than their 35mm camera. We will help them to understand that there is huge overlap and that you can print pictures at retail from both devices in exactly the same way. Much of our work will focus on taking a holistic view across Fujifilm as a company, and integrating products and services to build "bigger" stories, based on business and consumer experiences.

Are there any marketing and advertising pushes that you'll be initiating for Fujifilm in the near future?

We have only just started to immerse ourselves into the Fujifilm organization. As we work with the internal team and learn more, we'll be back in touch.

Peter Landau is a freelance writer working out of Los Angeles. Reach him via e-mail at peterlandau@mindspring.com.

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