TDK Systems picks Lewis for pan-European remit

Hi-tech PR agency Lewis has been hired by wireless communications

firm TDK Systems for a pan-European awareness initiative.

Lewis vice-president of operations, who will head the account, Ilona

Hitel said: 'TDK operates in an exciting tech sector, and has an

enviable reputation as one of the most successful companies in wireless


Her campaign remit will include a brief to launch the company's wireless

technology products, promoting connectivity items such as PC cards,

laptops and personal digital assistants.

The appointment re-unites Lewis with some of the Grey Cell team - the

company bought by TDK Systems in 1997 and which had previously hired

Lewis on a retainer.

'Lewis showed a range of ideas and understanding of our market needs and

was an obvious choice,' said TDK communications consultant Dave


'We need to start being a lot bolder about our position as a market

leader,' he added.

The account includes the roll-out of new products in the North American

market, which may make use of Lewis's offices in San Diego and


The account was won following a three-way pitch which is thought to have

included Harvard PR and one other undisclosed firm at an earlier


Hitel will lead a 12-strong team located across five Lewis regional

offices in the UK, France, Germany, Scandinavia and The Netherlands.

She reports to Curl, whose in-house team handled previous European


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