Sunday, 15 January 2012

The Crocodile wins global EMC account

EMC Corporation, the world’s leading information management company, has appointed independent London agency The Crocodile to lead global campaign development in IT Transformation and Big Data, following an international five-way pitch.

The Crocodile has been an EMC roster agency for some years, participating in project-based campaigns at global, EMEA and UK level. The pitch, which took place in late December, has coincided with the creation by EMC of a new internal campaign team with a brief to drive EMC growth in the rapidly developing ‘IT as a service’ market. The win hands The Crocodile a key strategic agency role working alongside campaign teams in Boston and London.

EMC’s pitch brief required a fully integrated results-based approach using digital, social, email and direct mail to drive leads through to sales qualification via an internal CRM platform. Additionally, participating agencies were required to demonstrate clear understanding and experience of the global technology market and the dynamics of both direct and indirect sales channels.

“Working with EMC plays to our core strengths as an agency,” explains Adam Wooff, founding partner and managing director of The Crocodile. “We bring informed strategic focus and cut-through creativity to the table, along with a clear perspective on the mix of activities that will genuinely impact the buying behaviour of EMC’s customers and prospects. These days there’s simply no room for tokenistic marketing – anything we do has to prove relevance, tie in to sales activity and make a measurable contribution.”

Chris Blaik, who is a senior director, Global Campaigns at EMC commented, “The Crocodile has a proven track record in not just building world class, award winning campaigns but an ability to truly understand the go-to-market priorities of our business and channel, crucial to driving value in today’s end to end environment”

The Crocodile is a full service integrated marketing agency with a focus on influencing buying behaviour and generating qualified opportunities. Our approach is based on the insight that the best B2B marketing strategies no longer stop at the door of the sales department. We think marketing works best when it shares the commercial objectives of the business and is able to make a measurable contribution.

The Crocodile works with clients across a wide range of markets, including IT and technology, finance, business and retail services, food and drink, telecoms, engineering and automotive. Established in 1990, the company is based in Hoxton Square, Central London, has 25 full-time staff and is independently owned and operated. For more information visit:

EMC Corporation is a global leader in enabling businesses and service providers to transform their operations and deliver IT as a service. Fundamental to this transformation is cloud computing. Through innovative products and services, EMC accelerates the journey to cloud computing, helping IT departments to store, manage, protect and analyze their most valuable asset — information — in a more agile, trusted and cost-efficient way. Additional information about EMC can be found at

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