Cloud computing is the new hype. Western Digital and our Los Angeles Worldwide Partner RR created a campaign with TV and many BTL and sales support activities promoting WD´s product as a more secure alternative to the offers of Apple and other big players. Wächter & Wächter collaborated with insights, market research, strategy & creative consulting, legal advice, cultural checks, trans-creation and very innovative media planning & buying. WD snatched third place for „Growth Brand 2014“ in Germany, only topped by Nike and Sony. Growth brand is defined by change of market share combined with change of brand attraction YOY. (GFK)