Branching Out, Doremus Wins Hitachi Data

Doremus has emerged as the victor in the review for Hitachi Data Systems’ $20-30 million account, James E. Harris III, the client’s group vice president for global marketing and alliances, confirmed last week.
“We’re still in a period of due diligence, but we have selected Doremus,” said Harris.
The New York agency, with offices in San Francisco, bested The Lord Group, New York, and Bozell, San Mateo, Calif., after a three-month review, according to sources. There was no incumbent.
“All the finalists were really competitive,” said Harris. “We really liked [Doremus’] infrastructure and the thought and creativity that went into the proposed campaign.”
Doremus executives referred calls to the Santa Clara, Calif., client, a division of Hitachi Ltd., Tokyo.
The client is planning to kick off a “major campaign” for an undisclosed product, according to Harris. The launch date is yet to be determined, but sources said the global effort will likely break in the first quarter [Adweek, Aug. 23].
Hitachi Data Systems wants to strengthen its brand’s global presence, sources said. The company, which makes products such as enterprise servers and data storage and systems technology, has focused primarily on product advertising in the past.
Doremus, traditionally known for its work for banks and investment firms, now pursues clients that speak to institutional audiences–particularly industrial, pharmaceutical and high-tech companies. Its drive to diversify has been buoyed by chief creative officer Danny Gregory and chief strategic officer Jeff DeJoseph, both of whom arrived in the past year.
Doremus’ clients include ITT Industries, ACE Re-Insurance, Guardian Life Insurance and Multex.com. Agency billings now exceed $225 million.