SGI has hired Atomic on a retained basis to drive a brand awareness campaign in Europe to promote itself as a high-performance computing (HPC) specialist.
Atomic director Helen Ellis, who is leading the work, said the company had spent a few years focusing on newer aspects of its business, but was now planning to refocus its efforts on promoting itself as a leader in HPC.
The campaign, targeting specialist business and technology media, will focus on showcasing SGI’s track record in HPC in the UK and Germany.
SGI’s products are used by organisations such as Skoda, Total, the New York Stock Exchange and Stephen Hawking’s COSMOS Consortium. The company recently announced it had provided a super computer to the UK Atomic Weapons Establishment, which operates the UK’s nuclear deterrent Trident.
SGI has not worked with a retained agency in Europe in the past 18 months, preferring a project approach. The company worked with Atomic on project briefs such as the announcement of SGI’s big data offering.
NASA installed the Columbia super computer in 2004 and has gone on to install several newer systems, all from SGI.