Seagate - Pitch Creative

In late 2017, W2O pitched the Seagate Americas Public Relations account. While we ultimately did not win the business, our creative and our content strategy made an exceptionally strong showing. 

The Inputs

Since this was a PR pitch, not a creative pitch, we were somewhat beholden to what has come before, and the assignment was specifically geared toward extending Seagate's flagship content asset, Data Age 2025. This report takes a deep dive on several issues facing the storage sector, from the growth of real-time data to the impact of the Internet of Things and the looming storage gap.

We also faced a secondary priority of laying the groundwork for the launch of a new drive portfolio featuring cutting-edge read/write technology to drastically increase storage density - a critical next step in closing the aforementioned storage gap.  

The Idea

The current perception among IT decisionmakers is that storage innovation is occurring in cloud solutions - storage virtualization, data center management, and so on - not in hardware. The reality is that those cloud solutions are, themselves, dependent on hardware to store all of those bits. As the amount of data we generate continues to increase at an exponential pace, we may not be able to build enough storage to contain all of it. 

The implaccable, elemental nature of this threat drew us to analogs in the real world. Climate change. Rising sea levels. Challenges so big that many prefer to ignore them. 

That inspiration led us to this manifesto video and reframing of the central challenge of Data Age 2025:

Activation - The Data Forward Reports

To fulfill the promise of Take Your Data Forward, we proposed partnering with influential peers in key audience verticals to extend the value of Data Age 2025, creating supplemental reports illuminating how vertical teams are approaching the storage challenges of the future today.