Fuji Xerox Australia rebrands to FUJIFILM Business Innovation Australia; launches new brand campaign via Just Global Australia

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Building on 60 years of revolutionising office work with technology, Fuji Xerox Australia has changed its name to FUJIFILM Business Innovation Australia and launched an integrated campaign created by B2B marketing agency, Just Global.


The ‘Welcome to Change’ campaign promotes the opportunities for Australian businesses to realise the benefits of ‘change’ (digital transformation) via a partner they trust.

FUJIFILM Business Innovation Australia, headquartered in Sydney, worked with Just Global’s Australian office to deliver through-the-line messaging focused on value creation and demonstration of the brand in action across the entirety of the business.

To launch this exciting new beginning in Australia, the broadcast television and Connected TV commercial features an exuberant spokesperson who brings humour and positivity into the workplace.

Says Rob Omodiagbe, executive creative director, Just Global: “It was important to characterize the brand. Our job was to articulate in simple terms, how change positivity impacts the services, solutions and activities that Fuji Xerox Australia were already known and trusted for.”

Since its founding in 1962, the brand has been an industry leader in office technology and documents. The rebranding is partly a response to the way work has changed rapidly and dramatically in the wake of the COVID-19 pandemic. FUJIFILM Business Innovation Australia continues to utilise technologies and expertise to convert necessary information into optimal delivery formats with swift distribution for their customer’s changing needs.

Says Vicki Flower, head of digital and marketing communications at FUJIFILM Business Innovation Australia: “FUJIFILM Business Innovation Australia is determined to take on the challenges that befit a trusted leader. We’re proud to highlight our company’s innovative spirit and solution-orientation encapsulated in our new branding.”

The new brand campaign also includes a robust media plan with advanced digital targeting tactics, as devised by Just Global’s integrated teams across media, creative and data. The teams produced two distinct sets of creative programmatic assets and media plans to reflect the brand’s core audiences of IT decision-makers within both enterprise and small- and medium-sized businesses.

Since launching a month ago, the campaign is already scoring high performance in programmatic streaming video, Australian TV networks and display placements with premium news publishers.