MOUNTAIN VIEW, CA: Open-source software developer Mozilla Foundation has selected A&R Partners as its AOR.
Mozilla recently struck gold with its Firefox web browser, which now has 8.7% of the global browser market, according to web analytics firm OneStat.com. While Microsoft's Internet Explorer (IE) still dominates desktops with 86.6 percent of the global market, Firefox has slowly chipped away at IE's dominance since Firefox's November debut.
Mozilla selected A&R because of its "strong track record of helping technology companies educate consumers and enterprises on the benefits of innovative technologies," the company said in a statement. Mozilla also cited A&R's success at editorial and product placement in consumer media.
A&R will focus on increasing adoption of Firefox and other Mozilla applications.
The firm will also promote the efforts of SpreadFirefox.com, an open-source software community of volunteer contributors who advocate the adoption of Firefox.
Messaging will touch on the innovation and choice that open-source software such as Firefox represents.
Mozilla previously worked with Sparkpr for nearly a year.