Hoffman Alliance Focuses on Digital Lifestyle Strategies
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Hoffman Alliance Focuses on Digital Lifestyle Strategies

High-tech public relations firm The Hoffman Agency has formed a partnership with technology consulting firm Creative Strategies. The two firms will help current and prospective clients develop and communicate “digital lifestyle” strategies.

Paul Holmes

SAN JOSE, August 19—High-tech public relations firm The Hoffman Agency has formed a partnership with technology consulting firm Creative Strategies. The two firms will help current and prospective clients develop and communicate “digital lifestyle” strategies.

In the near term, Hoffman and Creative Strategies will jointly develop an online Digital Lifestyle Resource Center— an online portal offering the latest developments in digital communications, entertainment and digital technology trends—and collaborate on COMDEX 2002 activities where digital lifestyle issues will take center stage.

Tim Bajarin, Creative Strategies president, will lead the Digital Lifestyle track at COMDEX, offering sessions on “Who Will Own the Digital Nerve Center of the Home?” and “The Impact of Broadband on the Digital Lifestyle.” Other sessions will focus on how imaging, video, mobile, wireless and storage technology will be used in evolving digital lifestyles.
 
Paula Larson, vice president and leader of The Hoffman Agency’s digital lifestyle activities, says the joint venture will allow both companies to respond to a very promising, emerging market opportunity. “Given the momentum around the digital lifestyle concept, we feel strongly that companies should be defining and articulating their direction in this space.”
 
According to Bajarin, “Traditional PC makers—who believe the PC should be the ‘hub’ of the digital lifestyle—are in direct opposition to mainstream consumer electronics players who endeavor to see one of their devices become the digital media entertainment controller and management system. There is a subsequent need to characterize these issues in a way that allows high-tech companies and consumers to plan for how we’ll be interconnecting, communicating, creating, entertaining and educating with multiple electronic devices in the future.”
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