SAN FRANCISCO: Mozilla has hired OutCast Communications as its AOR following a competitive bid.
The open-ended contract was awarded after reviewing proposals from several agencies, said Melissa Shapiro, PR manager at Mozilla. The company selected OutCast because of its consumer, security, and technology experience. She declined to disclose the account budget.
The agency will expand awareness of the company's Firefox browser and overall brand through media outreach. Mozilla is most recognized among early adopters, Shapiro said. "And we'd like to expand into a broader set of users who may not be technical in nature but want more control over their browsing experience."
Kim Milosevich, OutCast VP, said the agency would build on Mozilla's grassroots efforts with consumer press outreach.
"The goal is not necessarily to get everyone who is using the Internet to use Firefox, the goal is much more to inform and educate people that there's a choice," Shapiro added.
Mozilla previously worked with A&R Edelman. Todd Irwin, EVP and Deputy GM, A&R Edelman said, in a statement, "Mozilla is doing extraordinary things. We've enjoyed working with them the past two years and are proud of the work we've done together."