IT product company EMC wanted to gain brand exposure and reposition itself as an information company, rather than a storage company.
EMC asked AOR OutCast Communications to position it among the industry's leaders and to raise awareness about its services.
The team developed a global media outreach effort around an IDC study EMC commissioned called "The Expanding Digital Universe: A Forecast of Worldwide Information Growth Through 2010" that measures and forecasts the amount of information in the digital world.
Strategy
"EMC wants ...