SAN FRANCISCO: Social data platform DataSift has selected North of Nine Communications as its PR agency partner for the US, following a competitive review.
The Burson-Marsteller subsidiary was notified last week that it won the account and is in the process of signing a contract with DataSift, said North of Nine partner Tony Hynes, adding that he does not know what other firms competed in the review.
North of Nine will focus on building brand awareness of DataSift and its services. To do that, the agency will engage b-to-b, technology, and business media. Hynes said the firm will also work on thought leadership efforts for the company.
A team of four North of Nine staffers is working on the account, which is led out of the firm’s San Francisco office. The contract is for one year, and budget information was not disclosed.
"The DataSift platform enables [companies] to aggregate data from a ton of different feeds and then analyze it so you can get sentiment analysis and broad or narrowcast insight into the perception around your brand or considered opinions around your products," explained Hynes.
Zuzanna Pasierbinska-Wilson, VP of marketing and communications at DataSift, declined to name the brand’s previous PR agency partner. In 2012, PRWeek reported that DataSift worked with Atomic PR.
She said the company believes its PR agency partner should act as an extension of the in-house team.
"Picking a PR agency should be no different than hiring a new employee to join your marketing team," she said. "We often make a mistake of thinking about them as external contractors and keeping them at arm’s length. It never bodes well for the results."
North of Nine won the account because of its mix of industry knowledge, understanding of DataSift, and creative thinking, Pasierbinska-Wilson said.
"Most of all, [North of Nine] won us over with its no-nonsense approach to telling great stories that fits so well with our own company culture," she added.
Hynes said that during the pitch North of Nine presented three main focus areas for the company under an umbrella of "human data," which included brand marketing and communications, the brand’s technology story, and the business impact story.