Imation Corp. Selects Publicis Technology

Publicis Technology has been named agency of record for data storage company Imation Corp., following a review for the client’s $10-20 million global account that included several undisclosed shops nationwide.
Ketchum Advertising, Pittsburgh, had handled the account since 1996, but did not participate in the review. Earlier this year, Ketchum executives said they were unaware that Imation was seeking a new agency [Adweek, Jan. 25].
Imation executives, however, offered a different version of events. “We mutually parted ways with Ketchum at the end of last year, which is why they weren’t involved in the review,” said Brad Allen, vice president of corporate communications and investor relations for the client.
Publicis Technology’s San Francisco office will take the lead on the Imation account, but will be coordinating with the Singapore and London offices as well as outposts in other select international markets.
“We needed an agency that could develop integrated marketing communications,” said Allen. “That’s what this global account is about–it’s not just advertising. And this review has been a very valuable process because we were able to evaluate what some very good and competitive agencies had to offer.”
The company will be touting its data storage and digital color proofing systems in upcoming work from the agency, which might break before summer. The shop is still working on strategy with the client, and is exploring different advertising media, said Allen.
Publicis Technology executives referred calls to Imation.
Imation, Oakdale, Minn., is a recent spinoff of 3M, Saint Paul, Minn. The company reported net income of $37 million on revenues of $489 million for the fourth quarter of 1998, compared with a net loss of $158 million on revenues of $570 million for the same period in 1997. Its competitors include IBM, Polaroid, Dupont and Eastman Kodak.