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.