SAN FRANCISCO: Zynga hired New York-based M Booth & Associates for consumer PR work.
In October, the social games company issued an RFP seeking a consumer-focused PR agency. Zynga's GM of corporate communications Dani Dudeck said she considered a variety of agencies for the work, including boutiques, mid-size specialists, and larger firms across the country. She declined to identify the agencies, and to offer additional details about the search process.
“We spent a great deal of time researching a potential consumer PR partner and are excited to welcome M Booth into our communications brain trust,” said Dudeck. “M Booth has a proven track record of delivering needle-moving consumer campaigns and we look forward to leveraging their creativity.”
M Booth will complement the corporate and tech PR work Brew Media Relations currently does for Zynga, said Dudeck. Brew PR has worked with Zynga since the company's inception in 2007.
The move comes as competition in the social gaming industry intensifies. A number of high-profile acquisitions and transactions involving social game developers have occurred in the last two years, including the purchase of Playdom by the Walt Disney Company for a reported $763 million last year, and Electronic Arts purchasing PlayFish for roughly $400 million in 2009.
But Zynga is widely considered the fastest growing and leader among social games developers. Among its portfolio of games, which are played through social media platforms like Facebook, are Mafia Wars and Farmville.
“We plan to leverage our brand building and creative consumer expertise to call attention to the company's consumer initiatives, grow Zynga's user base and generate awareness for Zynga as the premier platform for social gaming,” said M Booth president Margi Booth.
Dudeck declined to offer any details of the account, including its size and how many people at M Booth are working on it.
M Booth SVP Brad Laney will head the account, and report to Dudeck.