SAN FRANCISCO: Skype hired Bite Communications for social media PR targeted at third party developers and the media.
The selection ended a pitch process that began in October, when Skype issued an RFP seeking an agency for the work. Skype PR Director for North America Jennifer Caukin, who led the search, said she reached out to five agencies, but only three were ultimately invited to pitch.
PR specifically directed at developers is new for Skype as the company looks to grow and build-out its services and features by integrating with other platforms, including mobile phones. Kaplow PR remains Skype's North American AOR, Caukin said.
“The platform approach enables us to better reach our users…we don't have the skills and bandwidth ourselves, “said Caukin. “Our goal is to articulate our platform vision.”
As part of the search Caukin inserted five written hypothetical communications scenarios into the RFP- a first for Caukin - asking candidates how they would respond to each situation. “We wanted to see how an agency would think,” she said.
Other firms involved in the RFP were Airfoil, Spark PR, and the Racepoint Group, Caukin confirmed.
Caukin declined to say the size of the account, but terms of the deal include additional project work as needed.
A core team of up to five people will work the account at Bite, headed by VP Suzy Sammons. Sammons will report to Caukin. Bite started working the account earlier this month.