Technology: Wag Ed appointed by US storage giant

A major storage company reportedly used by the US government is overhauling its PR arrangements on this side of the Atlantic.

Iron Mountain has briefed Waggener Edstrom to handle the PR for its digital storage in the UK.

The agency has looked after Iron Mountain's UK physical storage since 2007 but takes over from Lewis PR on the digital account, estimated to be worth in the high five-figures.

Iron Mountain was founded in 1951 by Herman Knaust, an American mushroom grower. Knaust originally bought an iron ore mine to grow mushrooms, but eventually decided to use the mine to protect information from wars or disasters.

The UK digital account involves positioning the company as a leader in computer back-up and archiving. Waggener Edstrom will use a thought leadership campaign to distinguish Iron Mountain from its competitors.

Brands such as Amazon, Hewlett-Packard and Deloitte are the firm's top rivals, though they only offer digital services on the side of their main businesses.

Waggener Edstrom hopes to promote the business story behind Iron Mountain in newspapers including the Financial Times and The Guardian.

In 2008, the company made $3.1 bn (£1.98bn) worldwide.

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