SanDisk Awards Account to Euro RSCG

SAN FRANCISCO Havas’ Euro RSCG has won the global advertising account of SanDisk Corp., a maker of flash memory cards.

The client, based in Sunnyvale, Calif., chose the San Francisco agency over other local shops such as Omnicom’s TBWA\Chiat\Day and Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, said Jenni Katz, a representative for Euro RSCG. There were 10 agencies initially involved in the review, she said.

A campaign involving television, print, online, events and promotions will break in early April, said agency director of client services Kim Kline. Spending was undisclosed.

In developing a marketing strategy, Kline said the agency realized that no one really thinks about memory cards. “The proliferation of digital devices, which has really only just begun with digital cameras, is mind-blowing,” she said. “But what most consumers don’t have is a general understanding or appreciation of the memory that lives inside those products. It’s like selling the razor blades to go with the razors.”

Kline said SanDisk is the market leader with a 40 percent share. Outlets like supermarkets and convenience stores soon will be selling memory cards, she said, but currently no supplier has brand recognition. “It’s a great opportunity for one of the companies to come out and own it,” she said.

Judy Hoffmann, manager of marketing communications at SanDisk, said the company was looking for an agency with which it could begin a long-term partnership. SanDisk wanted a shop with the infrastructure to handle a global business, plus creative energy in its work and its team. “Euro RSCG had it,” Hoffman said.

SanDisk manufactures and markets data, digital imaging and audio storage products using a high-density flash memory and controller technology.