SAN FRANCISCO, CA (June 20,2005)—One of the world's largest storagecompanies doesn't believe in just talking about storage. Y&RAdvertising, San Francisco, announced today a new global marketingprogram for Hitachi Data Systems, the storage leader that thinksthe industry should be talking about customers' application needs.The campaign focuses on Hitachi Data Systems strategic initiative,Services Oriented Storage Solutions™ solutions, theunderstanding that enterprises' business applications drive therequirements for storage solutions.
The new campaign developed by Y&RSF includes a series of adsusing distinctive, thought-provoking headlines supporting ServicesOriented Storage Solutions solutions. "We are the first storagecompany that doesn't want to talk to you about storage" and "We'removing the conversation from data to applications" are two examplesthat are boldly proclaimed in clever all-type executions.
The campaign also addresses key customer pain points with theuse of powerful photographic metaphors, such as an avalancheheading ominously towards a man holding a shovel with the headline,"Can you handle all the data heading your way?" and a soccer goalieleaving the net unprotected with the line, "Is your data in theright place?"
The campaign will be delivered through print and online media,targeting senior IT decision-makers in the US and seven othercountries worldwide, including Australia, China, Brazil, UK,Germany, France and Italy.
"We have an opportunity to capitalize on a strong point ofdifferentiation in the marketplace. We understand that the issuefor our customers isn't simply storage; they want to know howstorage solutions will support their business-criticalapplications," said Rachel Young, vice president of marketing forHitachi Data Systems. "We are very excited to work with Y&RSFin sending a strong message to the market that really shifts thedialogue with customers from data and storage to applications. Theagency understands our business, as well as the needs of ourcustomers, and has developed a very creative and pointed way to getthe word out."
"It is our goal to help deliver on Hitachi Data Systemsobjective to be the leader in strategic storage solutions. We arevery excited about the creative product and are anxious to haveHitachi Data Systems customers and prospects around the worldbecome more familiar with their market-changing solutions," saidPenny Baldwin, managing partner of Y&R SF. "This is the startof Hitachi Data Systems having a louder voice in the marketplaceand rightfully telling their customers how they are truly committedto being a partner beyond technology."
Hitachi Data Systems leverages global R&D resources todevelop storage solutions built on industry-leading technology withthe performance, availability and scalability to maximizecustomers' ROI and minimize their risk. By focusing on thecustomer's perspective while applying the best hardware, software,and services from Hitachi and its partners, Hitachi Data Systemsuniquely satisfy its customers' business needs.
With 2,900 employees, Hitachi Data Systems conducts businessthrough direct and indirect channels in the public, government andprivate sectors in over 170 countries and regions. Its customersinclude more than 50 percent of Fortune 100 companies. For moreinformation, please visit the Web site at http://www.hds.com.
Y&R Advertising, San Francisco, builds short and long-termbusiness success for clients by creating, managing and protectingbrand assets and provides branding, advertising, design andinteractive services to clients, such as ChevronTexaco, Havoline,NCAA, Sunmaid Raisins, Jacuzzi, Hitachi Data Systems, Seven-Up andFoster Farms. Young & Rubicam Advertising is a member ofY&R Brands, a division of WPP.
Young & Rubicam San Francisco
Penny Baldwin
(415) 882-0632
Penny_baldwin@sfo.yr.com
Hitachi Data Systems
Wadooah Wali
(415) 856-5150
wwali@blancandotus.com
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