NEW YORK: Carbonite, a cloud-based data backup company, has hired Finn Partners as AOR.
The scope of work includes media relations, executive positioning, and social media to raise visibility of Carbonite among both consumer and b-to-b audiences.
“We are starting to use more mass media to reach a broader and younger demographic, which our research tells us is more predisposed to have a larger interest in online backup,” said Tom Murray, SVP of marketing at Carbonite. “So working with Finn Partners will help us tap into that audience."
Most of Finn Partners' work will take place in the US, but the agency will also be positioned to assist Carbonite if the company grows from a product or geographic standpoint.
Alex Laurelli, associate partner at Finn Partners, will lead the account in Denver, with support from staff in San Francisco, Los Angeles, and Chicago. Finn Partners officially split from Ruder Finn in December.
Finn Partners will also create an educational campaign to inform consumers and small businesses about the company's products and what differentiates them from those of other brands.
The effort will include media relations, social media, and research, with the goal of helping consumers and small businesses understand their online computer backup choices.
“It's very important that people understand specifically what online backup is, that they understand what Carbonite is, and that they understand the differences between our product and others,” said Murray.
The incumbent agency on the account was Airfoil Public Relations, which worked with Carbonite for four years. The company did not conduct a review, but hired Finn Partners after the agency did project work starting in November. It switched agencies based on the evolution and expected growth of the company, Murray said.
Arnold Worldwide supports Carbonite as advertising and creative AOR. The company also works with advertising firms Blitz and Newmark Advertising.