Xirrus wants its story to break through the trade press barrier and gain more mainstream cut-through.
A recent study by market research company Gartner found Wi-Fi enabled devices are set to increase from fewer than one billion units in 2010 to more than three billion by 2015.
With Wi-Fi demand high, Xirrus is looking for high-profile tie-ups to spread its message beyond trade publications. The company recently partnered with the Saatchi Gallery. Xirrus has provided the gallery with a wireless network that allows visitors to use any device throughout the building to log on to fast broadband speeds. The network also supports the live streaming of events and interactive art installations on screens in the venue.
Xirrus has asked 3 Monkeys to deliver thought leadership campaigns to showcase how wireless is becoming the primary access type for businesses, with wireless-only iPads and smartphones the devices of choice.
Sean Larner, Xirrus' V-P of EMEA sales, said: 'Businesses are at tipping point when it comes to wireless networking thanks to the explosion in mobile devices and bandwidth intensive applications. Communicating this message beyond the trade press is a difficult task. 3 Monkeys will help us better educate our core audiences about the technological advancements in wireless – and crucially the tangible business benefits – raising our profile across the UK and Europe.'
The account was awarded to 3 Monkeys after a five-way pitch with incumbent éclat failing to hold on to the business. 3 Monkeys will cover all UK and Europe PR and social media for the company, reporting to John Merrill, Xirrus corporate marketing and comms director.