Web security firm Webroot picks Bite for global brief

Internet security provider Webroot has named Bite as its retained global agency following a competitive pitch.

Internet security provider Webroot has named Bite as its retained global agency following a competitive pitch.

Bite will work to build brand recognition of Webroot, with activity focusing on strategic media, analyst relations, and customer advocacy, as well as positioning the business as a thought leader in the internet security sector.

The agency's work will focus on five key markets: the UK, US, Japan, Germany, and Australia.

Rocket had previously handled comms work for Webroot in the UK and rest of Europe.

“'Bite was chosen because it mirrors our passion and shares the common goal of taking the leadership position in our respective markets,” said Michael Malloy, EVP for product and strategy at Webroot.

“'Webroot has all the ingredients to be a great success story,” said Bite CEO Andy Cunningham. “Complementing the company's innovative offerings and strong leadership team with Bite's calculated global and local communications strategy will help Webroot clearly articulate its point of differentiation to businesses, consumers, and partners.”

Bite named Cunningham to succeed Clive Armitage as CEO in November. Armitage will leave the firm at the end of this year to start a digital marketing shop under Next Fifteen. Bite hired Cunningham as North American president in January.

The firm also merged with UK-based digital marketing shop Bourne and rebranded as "Bite" late last month.

Technology nonprofit Mozilla selected Bite as its US AOR after a review in May.

Parent company Next Fifteen wrote off nearly $3 million in stolen assets due to a fraud case at Bite's San Francisco office, it said last month in its FY 2012 earnings.

This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.

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