GSP Wins Seagate Branding Account

Omnicom Group’s Goodby Silverstein & Partners has been selected by Seagate Technology, the digital-storage products firm, as its corporate brand agency. The decision came after a review led in-house at Seagate, based in Cupertino, CA.   

It’s the second account win for the agency in as many weeks. Last week it won AOR duties for the Princess cruise line. An agency rep stressed that for Seagate the shop is not being hired to do ads but is solely providing the agency’s brand strategy offering. That is a practice that is often packaged up with ad services but in the case of Seagate the client is utilizing strategic services only. 

“Never before has the storage industry been as important and relevant as it is today. GSP understood that right away, and within a very short time, they were showing us compelling concepts that captured the evolution of the Seagate brand,” stated Steve Luczo, chairman, president and CEO of Seagate. 



The scope of the work will include strategic offerings such as branding and consulting across all global channels of Seagate’s business. Per their agreement Seagate and GSP will work together on a project basis throughout calendar year 2014. 

GSP Co-Chairman Rich Silverstein said the agency “came up with an idea that brought together design, digital innovation, animation and advertising into evolving the brand for Seagate. We look forward to working with them.” 

Seagate offers a large portfolio of hard drives and retail storage products for consumers as well as data-recovery services. Company revenue last year totaled $14.9 billion, up 36% from 2011.

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