Startup Dropbox picks Atomic PR

SAN FRANCISCO: Internet file sharing startup Dropbox hired Atomic PR as its AOR to build market awareness and expand the company's presence in the mobile and tablet computing scene.

SAN FRANCISCO: Internet file sharing startup Dropbox hired Atomic PR as its AOR to build market awareness and expand the company's presence in the mobile and tablet computing scene.

SVP of Sales and Marketing, Adam Gross said Dropbox considered up to ten agencies for the work, though “we certainly went more in-depth with others,” he said of the competitive pitch. Gross, who was hired at Dropbox about ten months ago, led the search.

Gross said he picked Atomic for its experience turning young, but fast-growing, Web-based companies like LinkedIn and Mint.com into household names, as well as the agency's emphasis on metrics and measurement. “A playbook from ten years ago isn't probably going to net a lot of success today,” he said.

Gross declined to disclose terms of the account.

Launched in 2008, Dropbox has raised $7.2 million in seed and institutional funding from venerable VC firms Sequoia Capital and Accel Partners.

The web-based software service synchronizes different documents and folders, and taps into cloud-computing by allowing users to share, store and access those documents from any computer. In response to the rise of smartphone and tablet computing, the company recently launched apps for the Android operating system and iPad.

“We are going through an industry transformation to a world with multiple devices,” said Gross. “Mobile is a big part of that transition.”

Five people at Atomic will work on the account, led by Atomic co-founder and SVP Rebecca West. West will report to Gross. There was not an incumbent agency.

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