SANTA CLARA, CA: Hitachi Data Systems has enlisted Bite Communications as its AOR, as the company shifts its strategy to more sharply target c-level decision makers.
HDS is a b-to-b company that provides storage infrastructure platforms, storage management software, and storage consulting services.
“There's been a really clear shift in our corporate communications strategy,” said Laurie Spindler, director of corporate communications at HDS. “We need to influence the influencers and leverage new media vehicles in new ways.”
Spindler, who stepped into her role last May, said many of the recent executive changes at HDS impacted the company's new strategy. Among these, Jack Domme was named CEO of the company last month.
“[Domme] is a very strong advocate for change at the company,” Spindler said.
Waggener Edstrom and incumbent Ogilvy PR, which served as HDS' AOR for two years, also pitched the business.
Luca Penati, MD of Ogilvy's global technology practice noted, “While we're no longer working with HDS in the US, they are still a valued client in Asia-Pacific.”
Tony Hynes, SVP at Bite, previously worked as director of PR at HDS in 2005, but he downplayed his prior experience's impact on Bite winning the business.
“[Bite] has tremendous experience in the storage space,” Hynes noted. “We'll focus on supporting and driving product news and increasing competitive awareness around storage virtualization, especially around [HDS'] prime competitors.”
EMC, described by Hynes as HDS' “most renowned competitor” is represented by OutCast Communications, which shares Bite's parent company Next Fifteen.
“We compete aggressively against Text 100 and Outcast in the marketplace,” Hynes added.
As part of the agency change, HDS does not plan to revisit its well-known viral video series featuring former TV star “Mr. T.”
“The Mr. T videos fell under the category of experimenting,” Spindler says. “We're now focused on how we can be most effective and strategic [with new media].”
Instead, HDS plans to reinvigorate its blogging program adding product marketing managers to the site, which mostly features corporate bloggers now. More emphasis will also be placed on podcasts and digital storytelling through a TV portal that allows users to upload and distribute video content.
“We want to influence the position of [HDS] as the worldwide leader for storage virtualization,” she says. “We are a pureplay storage company and we want to cement that position and showcase our category leadership.”