SAN FRANCISCO: Home entertainment technology brand TiVo hired Bite Communications as its consumer PR agency, effective last week.
The selection followed a competitive review that began in June and involved a number of West Coast firms, confirmed Krista Wierzbicki, director of PR at TiVo.
Ruder Finn, its most recent consumer PR agency, declined to participate in the review. Sources at Ruder Finn and TiVo confirmed it was a “mutual parting” earlier this year.
Wierzbicki attributed the review to a changing industry and the company's evolving search for fresh ideas, as well as the need to translate its technology story into an engaging narrative for the consumer.
Bite will work on consumer PR and social media programs that aren't related to any specific product launches, she added.
She declined to comment on the terms of the contract and why the company selected Bite. The agency deferred comment to TiVo. RuderFinn did not immediately respond to a call for comment.
TiVo also works with Sloane & Company on corporate PR and IR.