BOULDER, CO: Hitachi Telecom has picked Metzger Associates as its
first agency of record.
The company is a subsidiary of Hitachi America, which is well known in
the US for its electronics business. The challenge for Metzger will be
to raise Hitachi's profile in the telecommunications arena.
'The hi-tech market is second only to Hollywood in using hype to get
attention,' said Jill Kuglar, Hitachi Telecom's senior manager of
corporate marketing. 'We are held up against the Nortels and the Lucents
and we want our name mentioned along with those.'
Tom Rafferty, Metzger group manager for telecom accounts, said: 'We will
be using our baseline skills and contacts at telecom publications to
start raising Hitachi's profile.'
The company manufacturers and markets optical communications equipment
in the US, a technology that Rafferty said represents the 'next wave' in