With limited resources, Hirotec America was challenged with increasing awareness of its innovative tooling and assembly systems among key automotive OEM engineering executives. In addition, any marketing efforts needed to be balanced with the corporate standard of modesty and respect for their Japanese culture.

Quell organized media interviews with targeted automotive journalists based on the company's latest technological developments in magnetic pulse welding. Quell conducted executive media training and set up one-on-one technology demonstrations that resulted in feature articles in key general editorial and automotive industry publications. This coverage elevated the awareness level of this historically quiet organization.