Hitachi Data Systems, which has worked with Catalysis for the past four years, awarded the account after a final two-way battle between Hotwire and Edelman.
The brief will see Hotwire provide on-the-ground comms support in the UK and co-ordinate 13 local agencies across Europe, the Middle East and Africa.
Hotwire Group MD, global client development, Andy West said: ‘In the UK we will look to position HDS as thought leaders focusing on issues around the cloud, storage and data centre industry.
‘The EMEA part of the remit will see us co-ordinate and drive the comms out of these agencies so there is a consistent message and a sharing of best practice.’
HDS’ senior manager corporate comms for EMEA, Bastiaan van Amstel, said: ‘One of the biggest aims of bringing Hotwire on board is to roll out a clear social media PR strategy across both our UK and EMEA markets. We use regional agencies as I’m a strong believer that one size doesn’t fit all. Hotwire can help us manage those agencies and unify the messages they create.’
Hitachi Data Systems, whose clients include Lloyds TSB, Aviva and Ferrari, expanded its global footprint last week after buying California-based network storage company BlueArc.