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