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Seagate Technology, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Seagate Technology, Inc., headquartered in Scotts Valley, CA, manufactures hard drives and computer storage solutions used in a variety of computers, from servers, desktops, and laptops, to consumer devices such as digital video recorders and Microsoft's Xbox.

Main Telephone (408) 658-1000
Main Fax (831) 439-5369
Primary Address
10200 South De Anza Boulevard
Building One
Cupertino, CA 95014

Seagate Technology, Inc. Contacts

Contacts (5/7)
Name Title State
Stephen L. Chairman & Chief Executive Officer CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (408) 658-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 10200 South De Anza Boulevard
Building One
Cupertino, CA

Dave M. President, Operations & Technology CA
Jeff F. Vice President, Marketing CA
Rick W. Senior Director, Corporate Marketing CA
Joanne C. Senior Manager, Global Marketing & Communications CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Seagate Technology, Inc. ******
Diamond Max *
Atlas *
Fireball *
Maxtor Corporation *

Agency Relationships

Brand Agency Service From To
***** **** *****, ***. media buying & planning unknown present
******* *** **** *****, ***. media buying & planning unknown present
******** **** *****, ***. media buying & planning unknown present
****** *********** **** *****, ***. media buying & planning unknown present
*** ***** **** *****, ***. media buying & planning unknown present

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Chic storage device debuts at Seagate

The Story
Computer equipment manufacturer Seagate Technologies is launching a new, sleekly designed disk drive that the company hopes will set it apart from rivals, according to BusinessWeek.
Seagate will unveil the product line, dubbed FreeAgent, at this month’s Consumer Electronics trade show in Las Vegas. The drives allow users to quickly store pictures, music and other files.
“This has always been a low-involvement, boring category,” Druckrey told BusinessWeek. “It’s important for us to create something dynamic and tangible for people to understand.”
For FreeAgent, Seagate chose an offbeat color (dark brown), a very thin shape and added a yellow glow to simulate a sense of energy. 
Scott’s Valley, Calif.-based Seagate manufactures and markets hard disk drives used in a range of products for consumers and corporations.
The Research
Seagate faces the challenge of persuading consumers that FreeAgent is necessary, especially when buyers are increasingly concerned more about performance than features.
According to BusinessWeek, only 14 percent of PC users back up their data on a regular basis.
Seagate controls about a third of the hard drive market, but most of its products are sold directly to manufacturers for use in computers and consumer electronics.
Meanwhile, Seagate’s competitors are rolling out their own products.
Toshiba Corp. announced last week that it is launching a similar product in North America, and SanDisk Corp. has also set its sights on stylish storage products.
A source at Seagate told us the company is kicking off an advertising campaign during the trade show next week; the San Francisco office of New York-based TBWAChiatDay created the campaign. Our contact confirmed that Druckrey is in charge of marketing for the FreeAgent drives.
According to Nielsen Monitor-Plus, the company spent about $2.2 million on media in 2005. Seagate devoted about $1.6 million on spot radio advertising and about $300,000 on national magazine placement. About $200,000 was spent on outdoor advertising.
The Direction
Firms with interactive capabilities should approach with a campaign that can persuade consumers not only that they need to back up their data, but that a Seagate machine is the best choice in doing so. Firms with product placement capabilities should also approach, as this is a good opportunity for Seagate to display FreeAgent’s snazzy new appearance.