NEW YORK: URL-shortening service Bitly has selected Shift Communications as its first PR agency partner following a competitive review.
Shift, which began working with Bitly in February, competed against three firms for the business, said Mark Josephson, CEO of the company.
He added that Shift won the review because the agency understood the brand, as well as its challenges and opportunities. Josephson also noted that the passion and commitment levels of the team stood out.
"Bitly has a really unique opportunity from a marketing perspective because we’re so big and pervasive across the Internet and the world, and in many ways we’ve achieved ubiquity," he explained. "But building and achieving greater share of mind and appreciation for the value we provide is a fun marketing challenge."
Shift will work with the company to get key messages out about how Bitly does more than shorten links, and how the brand can help marketers measure and improve their performances, added Josephson.
"It’s such a well-known brand, but at the same time a little bit misunderstood, and we like that challenge," said Joel Richman, VP of account services at Shift.
The agency, with a core team of five staffers working on the account out of its Boston office, will engage brand influencers and tell stories about Bitly’s "massive treasure of data" and its value to brands, added Richman. Shift will also work with Bitly to push out relevant content, such as infographics and video.
Budget information and contract length were not disclosed.