Firefly will handle PR in the UK, France, Germany and Spain. As a result of the appointment, Vimeo will stop using tech agency Red Robin in the UK, which had been working for Vimeo on a project basis.
Nikki Thompson, who joined as the site’s European PR lead in October 2011, told PRWeek: ‘At first we were looking for an agency to work on a European brief, separate from our UK remit, but through the pitch process it became very clear that we needed an agency that could have the right synergy between our activities in the UK and in our key European markets.’
At last month’s Mobile Phone Congress, Vimeo launched an iPhone and iPad app and announced tie-ins with Microsoft Windows 8 and Nokia Lumia 710.
The site has also been chosen by Apple as its video partner. The technology press has seen the announcement as yet another move to widen the rift between Apple and Google, owner of YouTube.
Thompson added that Vimeo wants Firefly to ‘build on the momentum from the Mobile Phone Congress, help us continue to be recognised by other potential brand partners, and help us to think globally but localise information to different markets’.
Firefly is also tasked with building awareness of the brand with consumers through tech, lifestyle and consumer titles.
Six agencies were shortlisted following chemistry meetings, with Firefly and Weber Shandwick asked to pitch in the final stage.
Deborah Szajngarten, Vimeo’s marketing comms director, said: ‘We sought out a European agency-partner that could truly aid us in our international communications expansion. We needed someone that understood Vimeo's unique culture and could easily assist us in properly localising our global messages.
‘We chose Firefly as our European PR partner because they have a clear understanding of the variety of cultures and countries that make Europe such an interesting and challenging market and we believe they will help us to grow in Europe.’
Vimeo has more than 65 million unique visitors per month and more than eight million registered users.