BOSTON: Online privacy technology provider Abine has selected RF|Binder Partners as its first PR AOR following an RFP.
The agency will handle national media relations and thought leadership for the company, promoting Abine's Do Not Track Plus and DeleteMe products, which help consumers better control their personal information online, said Nancy Moss, executive MD and head of RF|Binder's Boston office.
“The whole issue of online privacy is huge right now, so a big part of what they want us to do is to catch the wave of this significant consumer and regulatory topic,” she said.
Four agencies pitched for the account, said Kristina Kennedy, VP of marketing at Abine. She declined to name the other firms, but said RF|Binder showed a "strong mix of both consumer background and technology background."
"Our target market is really to educate everyone about how their information and personal data is used on the web, and then of that, a segment of those people will really be surprised by that information and will want to take action to improve their online privacy," said Kennedy.Moss added that four staffers from the firm's Boston and New York offices will work on the account.
In addition to pitching national consumer and business press, including broadcast, print, and online outlets, RF|Binder will engage bloggers to increase consumer awareness of Abine's offerings, said Moss.
The agency will also offer Abine social media support and strategic counsel, she said.
Tupperware picked RF|Binder as its first global AOR last month.
Abine also works with Marketing Architects on radio ad buying, ThirstyPony for digital marketing and SEO, and Holland Mark for brand strategy and creative work.