LONDON—Seagate has handed PR duties for 13 European markets to FleishmanHillard, amid a global review of its agency relationships.
The development comes after the data storage giant selected Weber Shandwick's Creation to handle its US PR business, as revealed by the Holmes Report. The global review also includes a separate brief for Asia-Pacific.
Fleishman will work with Seagate EMEA head of corporate communications, Helen Farrier-Rampton to implement a PR programme that includes thought leadership, creative campaigns, executive positioning, and product promotion.
The brief covers Seagate’s communications across its entire range of storage solutions and services. The work will be centrally hubbed from Fleishman's London office under the leadership of head of technology, Sophie Scott.
“Fleishman is the ideal partner for us as we continue to grow our profile with both consumer and business audiences,” said Farrier. “Seagate devices help people and businesses around the world to create, share and preserve their most critical memories and business data, and we firmly believe that FleishmanHillard is the right agency to help us deliver that message across EMEA.”
Seagate previously worked with a number of PR firms in the various markets. The company is best known for its hard disk drives, a market in which it competes for leadership with Western Digital. Seagate, which draws more than half of its sales from Asia-Pacific, has recently seen a slight decline in market share versus its key rival.
“At a time when the world is running out of storage space due to the massive increases in digital data being generated both by business and consumers, Seagate has similarly massive ambitions for growth,” said Scott.
“That's a positive and compelling communications opportunity in itself, but our remit will also be to help Seagate navigate how Europeans today interact with media, brands and companies – all in order to positively impact its bottom line.”