MOUNTAIN VIEW, CA: LinkedIn has selected Maloney & Fox as its consumer PR agency after a competitive review.
LinkedIn worked with boutique shop M. Cader PR throughout 2011, but decided to look for a new firm to handle its consumer PR duties late last year. M. Cader did not participate in the review.
Agency partners Brian Maloney and Margie Fox will co-manage the account. They will work closely with Shannon Stubo, VP of corporate communications, and Krista Canfield, senior manager of corporate communications, at LinkedIn. The company conducted an initial public offering last May. Canfield confirmed the agency hire via email.
Maloney & Fox officially began working on the account last week. The contract is for one year; its budget is undisclosed.
The agency will develop campaigns to boost LinkedIn membership, as well as to educate current users about the site's tools and features to benefit their professional and networking goals.
“Our job is to get the current users to more deeply understand the full set of tools that LinkedIn provides,” Maloney said. “So [the account work is] communicating the new features, the tools, the ways in which professionals can enhance their careers with the site, and really up-level their networking."
The firm will concentrate on consumer media relations across print, online, and broadcast outlets. Maloney said its team will focus on “being creative with our thinking, but also make it real useful and interesting to capture the attention of the audiences.”
“The culture and energy they have as a growing company was really exciting for us,” said Maloney. "To watch their enthusiasm in action was infectious, and we are psyched about that because they are doing such great things.”