Hitachi Data Systems Taps WPP for PR

BOSTON Hitachi Data Systems has selected WPP Group to handle the company’s $2.5 million public relations account, the client confirmed.

Selecting a holding company “gives us an element of choice … I don’t think one single brand addresses all of your needs,” said Tony Hynes, director of global public relations at HDS in Santa Clara, Calif.

WPP’s Blanc & Otus will serve as HDS’s lead agency while WPP’s Hill & Knowlton will work on PR in Asia for the client. The San Francisco shops will focus on corporate, product and issue-based PR surrounding HDS. Young & Rubicam, also a WPP agency, handles HDS’s advertising business.

“We basically awarded the business to WPP, but with Blanc & Otus as the main conduit,” said Haynes.

WPP topped rival holding company Omnicom Group.

HDS is a subsidiary of Hitachi. The data storage company competes with EMC and IBM.