Blinkbox has briefed Up to boost its presence and reputation in business and technology media, and underline the benefits of its connection to parent company Tesco.
The company has previously focused on consumer comms and appointed Taylor Herring in March 2013 to a retained brief covering PR, onsite editorial, social and CRM functions. Taylor Herring will continue to work with Blinkbox on consumer PR.
Up will work with the senior Blinkbox team, including co-founder Michael Comish, group head of PR Ben Ayers and the managing directors of the three services spanning movies and TV, music and books.
Ayers said the fast growth of digital entertainment meant it was important to ensure the media understood the company’s proposition.
"As we continue to rapidly develop our businesses, there is a need to communicate with key corporate media about our vision for digital entertainment in the UK," he said.
The Blinkbox Movies and TV service saw a 245 per cent increase in sales in 2013 and Blinkbox Music recently announced that it had achieved one million app downloads in its first year. A new ebooks service, Blinkbox Books, launched in the spring.
Up Communications was launched this month by former EE comms heads Stuart Jackson and Lynne Arrowsmith.