SAN FRANCISCO: THX, a company founded by George Lucas that develops and certifies audio and visual technology for entertainment, has selected Hill & Knowlton as its AOR.
Joe Paluska, director of H&K's technology practice, said the agency's efforts will focus on getting THX recognized not just for theater and sound technology, but also for "the entire digital experience both inside and outside the home."
Graham McKenna, PR manager for THX, said the company also wants to expand its media outreach from the audiovisual and film trades to the business and lifestyle media, as well as blogs.
The company awarded the open-ended contract to H&K following a referral and review process, McKenna said. The contract totals six figures annually, he added.
THX had previously worked with the San Jose-based agency Pacifico, but wanted a firm with more international connections, McKenna noted.
"We needed to have a firm that could easily reach out to some of our other markets," he said.