Mobile widget maker Zumobi has tapped Global Results Communications as its new public relations agency of record as part of a push to raise its market profile.

The decision was made this week after Zumobi let go of incumbent Racepoint Group Inc., a Waltham, MA-based PR agency with a big portfolio of technology clients. Zumobi, which counts Microsoft Corp. as a key investor, has had a PR program in place since its debut in March 2007.

"The company is now mandating an even more aggressive media relations campaign," said Valerie Christopherson, managing director of Global Results, Irvine, CA.

"Zumobi is defining the mobile widget category," she said. "The PR program will essentially educate, build and establish a heightened level of awareness for both the company and industry as a whole."

Global Results is tasked with handling media relations, blogging, social media, text-to-press, speaking engagements, awards programs and analyst outreach.

The Zumobi account continues a winning streak this year for Global Results.

The agency in March was named PR agency by mobile site developer and network Quattro Wireless, followed by mobile video specialist Avot Media in April and mobile security firm CellTrust in May.

Those clients join a Global Results mobile marketing roster that includes the Mobile Marketing Association, Nuance, mobileStorm and go2 Media.

Global Results positions itself as a full-service PR agency, offering services from writing and pitching to messaging and analysis (see story).

Ms. Christopherson did not know how many agencies pitched for the Zumobi business.

"However, we do know that Zumobi has had a stellar PR program â?¦ and the incumbent firm should be congratulated on their efforts, which essentially put Zumobi on the map," Ms. Christopherson said.

Zumobi was known as ZenZui until a rebranding in November.

The agency switch comes a month after Zumobi launched its latest platform release for the Windows Mobile operating system to give users more flexibility on the content they choose (see story).

Among the new features are a make-your-own Tile Wizard, on-phone Tile Gallery, new content and more advertising options. Zumobi tiles currently work on mobile phones with Windows Mobile.

Zumobi has created mobile widgets for PepsiCo's Mountain Dew soft drink brand (see story), credit card Capital One and online retailer Amazon.

"For Zumobi, the timing is right and their fully branded experience-based widgets are creating the industry standard for both its technology and its cosmetic design appeal," Ms. Christopherson said.

"We're going to educate the market, validate all aspects of mobile widgets and create opportunities for brands and agencies and essentially collaborate to further build an ecosystem for all players in the space," she said.