EMC Hires Hill, Holliday for Ad Projects

BOSTON Computer storage company EMC has tapped Interpublic Group’s Hill, Holliday, Connors, Cosmopulos for ad projects, a client representative confirmed on Thursday, declining to provide further information.

EMC in Hopkinton, Mass., spent about $2 million on ads through September after spending nearly $8 million in 2002, per Nielsen Monitor-Plus. In 2001, EMC’s domestic ad spending was approximately $20 million.

EMC in 1999 hired Havas agency Arnold in Boston, but that association dropped off to a project relationship more than a year ago and the two no longer work together. EMC has lately been with various shops on assignments.

The company notched 2002 sales of $5.4 billion, down 23 percent from the previous year. It lost nearly $120 million in 2002, but that represented an improvement over a 2001 loss of more than $500 million.

EMC has a significant resale agreement with PC maker Dell, which sells co-branded EMC systems. Hill, Holliday works for Dell on catalog and direct assignments, business the shop added earlier in the year. That relationship worked in Hill, Holliday’s favor with EMC, as did the agency’s long-standing high-tech prowess and the ties between some client and agency executives, sources said. The shop will work on image and product messages, sources said. An agency representative could not immediately be reached.

The client decision makers are president and CEO Joe Tucci; executive vice president, global marketing and business development David Goulden; and recently arrived Howard Elias, evp, new ventures.