Black Photo has snapped up Bensimon-Byrne of Toronto to handle its creative assignment.

Optimedia, the media buying arm of FCB Canada, has been awarded the media portion of the account.

Black’s, which operates a chain of 186 photofinishing and camera accessory stores across Canada, has been handling advertising in-house since splitting with Padulo Integrated earlier this year.

The challenge for Black’s new advertising partners will be to revive the ‘Black’s Is Photography’ equity in a marketplace saturated with value-priced competitors.

Over the past few years, the company has faced increasing competition not only from low-priced, one-hour photofinishing chains but also from drugstore and grocery chains, discount department stores, and club stores such as Price Club/Costco.

Black’s slippage in the marketplace can be tracked through the reduction in its advertising budget over the years.

During the 15 years that Black’s business was with Saffer Group of Toronto, the chain grew to more than 200 stores and, at one time, had an annual budget estimated to be $10 million.

In March 1993, the account moved to Padulo Integrated and reported annual spending of $7 million.

In 1995, according to A.C. Nielsen figures, Black’s advertising expenditure was less than $1.5 million.

Black’s has also experienced changes in management and direction due to new ownership twice since the mid-1980s.

The company was sold by the Black family to Scott’s Hospitality in 1985.

Scott’s subsequently sold the chain in 1993 to Fuji Photo Film Canada.

Fuji is also a supplier of mini photofinishing labs to many of Black’s low-priced competitors.