Red Lorry Yellow Lorry, a B2B technology PR and integrated communications specialist agency, has been appointed as the agency of record for Arcserve, LLC, the data protection and availability pioneer.
Driving activity in both the US and UK, with additional oversight in France, the Lorries will work to increase Arcserve’s brand awareness and thought leadership strategy. The program will target IT and channel stakeholders through a mix of integrated communication tactics, including media and analyst relations, social media, paid promotions and thought leadership content creation. Through its ‘brand to business’ approach, the Lorries will help Arcserve better communicate its position as an innovative provider of business continuity and disaster recovery software solutions, and align with its business goals.
Since Arcserve’s inception, it has continuously redefined data protection with its suite of high availability, disaster recovery as a service, backup and recovery, and archiving solutions. Today, more than 45,000 midsized and decentralized enterprise customers in 150 countries trust Arcserve for its enterprise-grade data protection solutions across hybrid cloud, virtual and physical environments.
“It was clear from the beginning that the Lorries understood our industry and the ways in which the PR landscape has changed to help us better tell the Arcserve story,” said Rachel McClary, CMO, Arcserve. “Their campaigns go beyond the usual media relations activities to ideas that support our brand positioning and sales efforts as we seek to further augment our growing marketshare and continue to help our customers feel confident that their data is protected.”
The account will be led by Red Lorry Yellow Lorry’s director of North America, Meredith L. Eaton, whose Boston team will work with Hannah Patel, director UK, and the lorries in the London office.
“The business continuity and disaster recovery industry is a crowded market,” said Meredith. “But, Arcserve’s commitment to data protection amid an ever-changing IT landscape has helped them innovate to solve the challenges companies face, not only today, but also tomorrow. That’s a story we can’t wait to help tell. And, through our B2B PR, social, digital and content campaigns, we will look to help Arcserve make strides against its business and marketing goals.”