Metzger partners with Hitachi group

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

communications.



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