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Fujifilm Introduces First-Ever Brand Campaign based on Surprising Technology Innovations

In an effort to let consumers and business leaders in on diverse areas of Fujifilm’s business, FUJIFILM Holdings America Corporation has launched its first-ever brand advertising campaign.


Fujifilm. expect INNOVATION™ Theme Featured In New Ads  
Valhalla, N.Y., March 22, 2012 – In an effort to let consumers and business leaders in on diverse areas of Fujifilm’s business, FUJIFILM Holdings America Corporation has launched its first-ever brand advertising campaign.  Under the banner, Fujifilm. expect INNOVATION™, the campaign will tell the Fujifilm brand story through its surprising and unexpected innovations, based on Fujifilm’s proprietary core technologies developed over the years.
For more than 78 years, Fujifilm has a history of innovation and leadership in the photographic industry.  During that time, Fujifilm employed its highly versatile fundamental core technologies that are grounded in the development of fine, high quality photographic products, and are now using them to create the products and services for new businesses – some expected and some not so expected.
“In the last decade, Fujifilm made many changes and investments to diversify its business.  Now the timing is right for Fujifilm to support those strategic business moves with an overarching brand message,” said Ray Hosoda, president, FUJIFILM Holdings America Corporation.  “This new ad campaign illustrates how Fujifilm has extended it products and services into markets beyond the traditional film and imaging industries for which we are best known, such as digital cameras, and photo imaging and printing equipment.”
National Print Ads
The new campaign includes print ads that begin with the words “Just when you thought you knew us,” and feature an unexpected product or technological development – all under the banner of Fujifilm. expect INNOVATION.   The print ads will be placed in major national daily newspapers, and will also extend to other media.
The first ad, scheduled to begin running on March 18, features the 3D medical imaging product, Synapse®, used to view clear, detailed 3D images of internal organs, currently marketed in the U.S. by FUJIFILM Medical Systems, U.S.A., Inc.  Over the next year, Fujifilm will develop additional ads that will target specific customer bases and markets, illustrating the different areas of extended business.    
About Fujifilm
FUJIFILM Holdings America Corporation is the holding company for U.S.-based Fujifilm companies operating in 27 states and engaged in the research, development, manufacture, sale and service of Fujifilm products. The company serves a broad spectrum of industries in the U.S. including medical and life sciences, electronic, chemical, graphic arts, information systems, motion picture, broadcast, and photography.  For more information, please visit
FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 16 companies around the world granted U.S. patents in 2010, and in the year ended March 31, 2011, had global revenues of $25.8 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit
* At an exchange rate of 86 yen to the dollar.

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