Fuji Xerox SG hunts for integrated marketing partner

Fuji Xerox Singapore is on the hunt for an agency partner to provide integrated marketing services. In a conversation with MARKETING-INTERACTIVE, a spokesperson from Fuji Xerox said these services include, but are not limited to, content creation, digitally-led demand generation, campaign servicing, as well as development and execution/production of creative work. According to Fuji Xerox, it has invited five agencies for this closed pitch: incumbent MOI Global, 2Stallions, April 6, Construct Digital, and SPRG. The appointment will be for one year and an agency will be appointed between the end of March to early April.

Fuji Xerox's call for a pitch comes three months after its CMO Susie Wong left the company. During her time there, Wong helmed the customer experience, brand management, field marketing and operations portfolios at Fuji Xerox Singapore. While there was no direct replacement for Wong after her exit, Kiyoyuki Miyasaka, general manager, strategic business operations, took over her duties in addition to his existing portfolio. 

In November 2020, Fuji Xerox said it is changing its corporate name to FUJIFILM Business Innovation in April 2021 for its Asia Pacific business. This change, according to a press release, is based on the company’s decision to end its current partnership with Xerox Corporation, which will end on 31 March 2021. Inked in 2018, the agreement provides for technology/brand licenses and sales territories applicable to Fuji Xerox and its affiliate companies. The combined company was said to be a global leader in innovative print technologies and intelligent work solutions with annual revenues of US$18 billion and leadership positions in key geographic regions.

The new corporate name is said to represent Fuji Xerox’s commitment as part of the Fujifilm Group, in expanding into a wide range of business areas going forward and to continue delivering business innovations. Fuji Xerox aims to foster innovation with the other companies in the Fujifilm Group by accelerating the market introduction of solutions and services that build on technologies related to the cloud, artificial intelligence, and the Internet of Things. Additionally, Fuji Xerox will work to strengthen its document and adjacent businesses as well as to expand into new business areas, and to bring about business innovations by supporting the use and sharing of knowledge that will enable office workers to further increase productivity and efficiency.

Aligned with its rebrand, Fuji Xerox said it will be starting sales and marketing of Fujifilm-branded products and services from April onwards. It will also continue to sell current products under the Fuji Xerox brand "for a set period of time" after the name change. Additionally, the packaging for the consumables and paper that consumers are currently using, will be gradually changed to the Fujifilm brand. Fuji Xerox currently has presence in 11 markets across APAC, including Singapore, Malaysia, Thailand, Philippines, Cambodia, Australia, Taiwan, and South Korea. 

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