PALO ALTO, CA: The Open Networking Foundation (ONF) has hired McGrath Power as its AOR.
The firm will help the networking nonprofit develop a PR strategy using messaging, media relations, social media, collateral, and member involvement.
McGrath Power's work will primarily focus on North America, with some overseas duties. The agency began work on the account January 1.
McGrath Power was selected from a group of five firms that ONF vetted prior to making its selection, according to Dan Pitt, executive director of the group. The company declined to name the other agencies involved in the pitch.
“Their team of diverse skills and especially their disciplined approach to the major facets of PR were what this young, new organization needed,” Pitt said.
ONF has worked with three agencies in the past year, but Pitt declined to name them. He said the reason for the changing agency roster is that, as a new organization, ONF has been getting to know its own needs.
The group declined to disclose the account budget, though an industry source cited it at six figures per year.
ONF was founded in 2011 by Deutsche Telekom, Facebook, Google, Microsoft, Verizon, and Yahoo. The nonprofit works to rethink networking and bring new standards and solutions to the market.
The firm will be “using an integrated communications approach to enable ONF to educate the market and provide value for its members,” said Jonathan Bloom, CEO of McGrath Power.