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How We Rebranded the Global Leader in Document Scanners Amp Agency [Video]

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Global Marketing Strategies

A Campaign Reaffirming a Legacy Brand as the Undisputed Leader

Fujitsu Document Scanners had been the global market leader in their category for decades. They’d built a reputation among business enterprises for providing innovative, reliable, and high-performing document scanners–not to mention unparalleled customer service. In April of 2023, however, Fujitsu Document Scanners announced a rebrand to Ricoh Document Scanners after PFU–Fujitsu’s parent company–joined the Ricoh Group of companies.

As the brand’s trusted AOR, AMP was tasked with developing an awareness campaign that would not only communicate the new name but also reassure customers that nothing about the company’s industry-leading performance, quality, or service would change.

Challenge

Rebranding While Maintaining Reputation

Any rebrand comes with a risk, from loss of equity and efficacy in marketing channels to creating confusion for consumers. In short, lots of potential for a loss of market share. We needed to make sure our client retained their sales pipeline and their sterling reputation, both internally and externally.

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