Agilent’s Photonic Switching Platform was the first product to debut after the Agilent HP split. The challenge was to embrace the new Agilent brand, educate the marketplace on all-optical switching, and create a strong demand for the product.

Working in concert with Weber Shandwick PR, we named and positioned the product and developed a suite of materials for the launch and beyond. The campaign included a brochure, data sheets, a Web site, technical articles, a white paper, as well as analyst and press presentations.

Customer and press response was clear: The stock rose 46 points on the day of the announcement.