Independent agency Olson has added Imation brands Memorex, TDK Life on Record and XtemeMac to its roster for work including advertising, media, social media, design, promotions and public relations.
Imation annually spends $2-3 million supporting those brands in major measured media (not including online spending), per Nielsen Monitor-Plus.
Jeff Meredith, gm, Imation global consumer brands, said Olson's creative and retail background were key factors in the assignment.
Memorex, of course, is best known for its iconic "Is it live or is it Memorex?" campaigns.
Olson has been a new-business streak of late, also recently adding assignments from Country Inns & Suites and Lee Jeans. The former tapped Olson for broad mainstream marketing work -- including an ad campaign -- while Lee engaged the agency for online efforts including a Web site redesign.