SAN JOSE, CA: The Hoffman Agency and Creative Strategies have
teamed up to develop and communicate strategies for digital-lifestyle
clients.
An amorphous term, "digital lifestyle refers to the integration of
digital technology into a person or company's way of life. And with
digital cameras and mp3 players flying off store shelves, and Apple and
Microsoft touting their own leadership roles in the digital domain,
Hoffman and Creative Strategies will provide strategy and communications
for tech companies seeking to position themselves in this market.
"While these technologies work quite well on their own, there's a need
to integrate them, and we're starting to see a bit of that, said Tim
Bajarin, president of Creative Strategies. "And some see a battle
brewing as this gets closer. You always want to be seen as leading the
charge into the next trend."
To best prepare and position its clients, Hoffman will offer its
communications services to Creative Strategies' clients, while Creative
Strategies will help Hoffman's clients develop their digital-lifestyle
programs, said John Radewagen, Hoffman's VP of corporate
communications.
The two firms will also launch a website in October, offering a live
news feed, white papers on digital lifestyle, a calendar of industry
events, and other digital-lifestyle resources. The site will be a
resource and information center for the industry, said Bajarin, who will
lead several sessions on digital lifestyle at COMDEX in November.
Many companies are staking their future on digital lifestyle. Earlier
this year, Apple CEO Steve Jobs introduced the new iMac as a hub for the
digital lifestyle, while Microsoft focused on digital technology such as
mp3s and digital video during its launch of Windows XP.