FCB Reels In More Seagate Business

Foote, Cone & Belding has picked up an estimated $10-15 million in new business from Seagate Technology, according to sources. The agency, which handles Seagate’s estimated $20 million corporate branding account, won the business without a review, sources said.
As part of the new assignment, the agency picks up advertising duties for Seagate’s hardware products, which include disk drives, magnetic disks and tape products. The business, which is estimated to be worth $6-8 million, was previously handled by The Van Bronkhorst Group, Santa Clara, Calif., said sources.
The Scotts Valley, Calif., company awarded its corporate branding account to FCB 18 months ago. The agency launched a national corporate image campaign last fall, which marked a new advertising direction for the traditionally product-focused technology client. The TV ads, which are currently airing, feature the tagline, “Information, the way you want it.”
“There was always an understanding that FCB would pursue the hardware business,” said one agency source. “But Seagate wanted FCB to prove itself with the corporate branding campaign first.”
In addition to handling Seagate’s hardware division, FCB has been asked to expand the client’s branding campaign to markets in Asia and Europe over the next several months, said sources.
Seagate executives did not return phone calls. FCB referred calls to the client.
However, an internal memo sent to FCB staff on June 18 announcing the new business win quoted Seagate representative Julie Still as saying: “We have a global business and we are building a global brand. With the success of the U.S. brand launch, we are now prepared to expand our relationship with FCB.”
DDB Needham Interactive in Dallas remains the agency for Seagate’s software division, said sources, who said the client “seems quite happy with keeping that arrangement for now.”
Seagate Technology is the world’s largest manufacturer of disk drives, magnetic disks and similar computer hardware.
Separately, sources said FCB is close to hiring a new executive creative director to replace Paul Wolfe, who left earlier this year to join MVBMS Euro RSCG, New York.