Lighthouse PR wins Hitachi Data Systems media remit

Hitachi Data Systems has handed a media relations and European PR

co-ordination brief to hi-tech specialist Lighthouse PR.

The client, the subsidiary of electronics giant Hitachi that specialises

in data storage, has awarded the account to Lighthouse after a four-way

pitch also understood to have involved Citigate, Grant Butler Coomber

and Write Image.

Lighthouse will run a media relations campaign targeting the business

pages of the nationals and trade titles with a product-based campaign

promoting the Hitachi offering.

The agency said the main challenge would be to generate interest in an

area that is 'resoundingly unsexy'. The hope is that the increased

requirement for data storage that follows from the popularity of

customer relationship marketing and e-strategies, should allow some

interesting case studies to be assembled.

Uday Radia, an agency director, said that data storage requirements

globally in 2000 were as big as those in every other year previously

combined, and that this kind of growth in the market would assist the

agency in placing stories.

Additionally, Lighthouse's European co-ordination role will involve

linking the messages in the 13 territories where the Hitachi division

operates, as well as running some Europe-wide initiatives.

One idea, for example, is to run some pan-European research looking at

the problems companies have with growing data storage requirements.

The account will be run by the agency MD Sean Gough and report to

Ludovic Leforestier, PR and marketing manager at the client.

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