LAGUNA BEACH, CA: NextVR has settled on Burson-Marsteller as its AOR following a competitive bid.
The virtual reality company partners with brands in the entertainment, sports, and technology sectors on live events.
David Cramer, SVP of corporate strategy at NextVR, said the company was looking for an agency partner that could manage "handling a very complex environment," helping brands adopt virtual reality in anticipation of mass consumer demand.
Previously, NextVR worked with Los Angeles-based K21 Communications, said Cramer.
He added that the company decided it "needed to grow quickly with a firm that had a more global presence."
Jason Teitler, MD and chair of Fan Experience at Burson-Marsteller, said the company is "paving the way for how people will enjoy entertainment events moving forward." For instance, it can give them the experience of watching a basketball game courtside without actually being at the arena, he said.
"What we’re learning through NextVR we can use to instruct many of our clients about what they should prepare for moving ahead," he said. "Even from a media landscape perspective, we know media is looking to virtual reality."
Burson staffers in New York, Los Angeles, and Chicago are working on the account, Teitler added.
Contract details were not disclosed.
This story was updated on December 4 to add Chicago to the offices working on the account.