The account is worth "just under $1 million," said Kerry McGowne, VP of corporate marketing for Parallels, and focuses on the b-to-b and consumer sides of the business in the US, Europe, Asia-Pacific, and Middle East and Africa.
"We were looking for a global presence and reach, but also regional flexibility because we're growing rapidly," McGowne added. The goals for the new relationship are to promote consumer products such as Parallels' desktop for Mac, drive its consumer technology trade presence, and get Parallels into lifestyle publications around gaming or education.
In January, Parallels saw five agencies before shortlisting one regional and two global finalists. McGowne declined to name the other firms that pitched, but said he personally had worked with Bite in the past.
The company encouraged agencies to pitch either for global AOR status or around a specific region, and hired Bite for the Asia-Pacific region in May because there was a more immediate need there.
Previously, Parallels worked with regional firms and had no global AOR, "adding agencies by region as the business grew," McGowe said. Bite is partnering one current regional agency, Frische-Fishe in Germany. The company also works with Banyan Branch for social media in the US, and Bite will expand that social media work globally.
Bill Danon, VP at Bite, said: "We'll be doing product PR across the entire business and also working with them to bring together the corporate story and push forward their corporate vision." Approximately 15 Bite staffers worldwide will work on the account, which is led from its San Francisco office.
The agency will also work on analyst relations and thought leadership for Parallels, particularly targeting small businesses, which is the end customer for Parallels' b-to-b products.
Danon added: "There is a big opportunity for Parallels to become a thought leader in terms of small business running efficiently and using a new generation of cloud services to do so."