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MobiTV Picks Formula as U.S. AOR

EMERYVILLE, CA: MobiTV, a platform for streaming TV and offline viewing, has selected Formula PR as its US AOR after an RFP.

The company, which issued an “intensive RFP to a handful of carefully selected boutique and global PR agencies,” chose Formula based on its b-to-b experience and its marketing insight, said Katie North, senior manager of PR and corporate communications at MobiTV, in an emailed statement.

Airfoil Public Relations previously served as MobiTV's AOR since August 2008, said Tracey Parry, SVP and partner at Airfoil.

She said via email that Formula is working on a PR program for the business “comprised of ongoing national media and analyst relations, bolstering our thought leadership program, supporting social media efforts, and collaborating with MobiTV's international PR agencies to create a seamless global PR program.”

Formula's San Diego office is leading the account, and it has a team of nine staffers from its b-to-b and consumer tech practices working on the initiative, said Michael Olguin, president of the agency.

By engaging trade publications, consumer tech media, and tech bloggers, the firm is working to increase brand awareness for MobiTV among business executives, influencers, and consumers.  

In addition to media outreach, Formula is working on “analyst relations to make sure that the category starts to get better clarity and understanding,” said Olguin.

Formula will also help to raise visibility of MobiTV's executive leadership team by launching a “speaker's bureau program” and holding key events and conferences, he explained.

“This was a really exciting win for our team because most of our accounts will typically fall into consumer tech or b-to-b and this one straddles both,” Olguin added.

Last month, Mediterranean-inspired restaurant chain Zoës Kitchen selected Formula as its agency partner for national outreach and new market entry, and in August, Bulldog Gin named the firm its PR agency partner.

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