Goodby Wins Seagate Brand Assignment

Havas Worldwide remains lead global agency

Goodby, Silverstein & Partners has landed an interesting new corporate branding assignment from Seagate Technology, a leader in digital storage.

Goodby will focus on the company's overall brand strategy and how that translates into internal and external communications. What makes it interesting is that the assignment does not involve advertising per se.

That said, the business came after a review in which the San Francisco agency pitched an idea that combined design, digital, animation and advertising, according to GSP co-chair Rich Silverstein. Seagate and the Omnicom Group shop will work together on a project basis through the end of 2014.

Seagate's lead creative agency remains Havas Worldwide, San Francisco, which the company hired in May. Yet another San Francisco shop, e-storm, handles media planning and buying. Havas creates ads that target both consumers and other businesses.

In recent years Seagate has tried to carve out a profile with consumers, even running ads on TV, rather than just reaching out to its core business-to-business base.

In March, the company said it was the first hard-disk drive manufacturer to ship 2 billion hard-disk drives, a huge number fueled by the demand for storage from mobile applications, cloud infrastructures, social media, business applications and other consumer markets. (By contrast, it took Seagate, founded in 1979, 29 years to reach the milestone of shipping 1 billion units.)

“Never before has the storage industry been as important and relevant as it is today,” said Seagate CEO Steve Luczo, in a statement. “GSP understood that right away, and within a very short time, they were showing us compelling concepts that captured the evolution of the Seagate brand.”