Store This: Hill Snags Startup

After EMC Miscue, StorageNetworks Taps Shop as First AOR
BOSTON– Hill, Holliday, Connors, Cosmopulos has exacted a measure of revenge for its embarrassing ouster from EMC Corp.’s last review, adding the account of StorageNetworks, co-founded by former EMC executive Peter Bell.
StorageNetworks will likely spend $15 million on ads.
The Waltham, Mass., client retained Hill, Holliday to help it forge a brand identity and position its service-oriented model for data storage to potential customers, said Jean Manasian, senior vice president of the shop’s technology group.
The goal is to “create a new category: data services [for StorageNetworks] versus data technology providers [EMC],” she said.
Hill, Holliday, Boston, was selected following a review of undisclosed agencies based on its experience with building both high-tech and consumer brands, said client official Nicole Gorman.
Hill, Holliday has begun crafting recruitment efforts for the client using the theme “Can you handle it?” A large-scale branding push will break later this...