SAN JOSE, CA: The Hoffman Agency and Creative Strategies have teamed up to develop and communicate strategies for digital-lifestyle clients.
An amorphous term, "digital lifestyle refers to the integration of digital technology into a person or company's way of life. And with digital cameras and mp3 players flying off store shelves, and Apple and Microsoft touting their own leadership roles in the digital domain, Hoffman and Creative Strategies will provide strategy and communications for tech companies seeking to position themselves in this market.
"While these technologies work quite well on their own, there's a need to integrate them, and we're starting to see a bit of that, said Tim Bajarin, president of Creative Strategies. "And some see a battle brewing as this gets closer. You always want to be seen as leading the charge into the next trend."
To best prepare and position its clients, Hoffman will offer its communications services to Creative Strategies' clients, while Creative Strategies will help Hoffman's clients develop their digital-lifestyle programs, said John Radewagen, Hoffman's VP of corporate communications.
The two firms will also launch a website in October, offering a live news feed, white papers on digital lifestyle, a calendar of industry events, and other digital-lifestyle resources. The site will be a resource and information center for the industry, said Bajarin, who will lead several sessions on digital lifestyle at COMDEX in November.
Many companies are staking their future on digital lifestyle. Earlier this year, Apple CEO Steve Jobs introduced the new iMac as a hub for the digital lifestyle, while Microsoft focused on digital technology such as mp3s and digital video during its launch of Windows XP.