Online motoring, property and recruitment advertising service Fish4 has hired Firefly Communications on annual fees of more than pounds 200,000.
The top-three hi-tech PR consultancy beat four rivals in the pitch, including Text 100 spin-offs Joe Public Relations and Bite Communications.
Firefly replaces incumbent agency Marbles, which declined to repitch after a year.
'Like many dot.coms, we felt their (Fish4's) expectations were extremely high - we'd had good results in achieving coverage and these were backed up by Echo research findings,' said Marbles director Lindsey Maher.
Fish4, which is backed by some of the UK's largest newspaper groups, appointed Firefly on a consumer and lifestyle brief. 'The agency has a broad brief across all our services,' said Fish4 chief executive Jonathan Turpin. 'But we are most interested in talking to the national press and consumer magazines to improve our coverage in national titles and broadcast channels.'
Firefly group account director Vanessa Green will lead the account and report to Fish4 sales and marketing director Jonathan Lines.
The Fish4 network was launched last October as a joint initiative between a collection of regional publishers, including Northcliffe Newspapers, Newsquest Media, Trinity Media and Guardian Media.
- Online news service CNN.com has hired Firefly on a four-month project basis to handle its European launch, due at the end of this month. The agency will concentrate on media relations and press coverage.