On a Power Trip for StorageTek

Euro RSCG/DSW Partners in Salt Lake City breaks an estimated $20-25 million branding campaign for StorageTek, a maker of information depositories, this week.
“The new campaign repositions our marketing and branding by featuring StorageTek’s tech-
nology solutions more prominently while moving the storage category forward significantly,” said Valerie Hausladen, director of integrated marketing at the Louisville, Colo.-based firm.
“Information made powerful” is the new brand positioning touted in a worldwide integrated campaign that launches with a four-color, full-page ad in The Wall Street Journal on March 17. The same creative work will break in German publications Thursday in conjunction with the CeBIT trade expo in Hanover, Germany.
The series will be sustained with spreads and single-page ads in leading business and computer titles in the U.S. and 13 other countries. Television, interactive and Web development, collateral and channel marketing programs are also part of the effort.