LONDON—Collaboration platform Huddle as brought in CCgroup as its first UK PR firm, as the UK startup steps up its growth plans.

Huddle, which already works with Boca for PR support in San Francisco, has tasked CCgroup with building its brand profile, increasing awareness and supporting lead generation.

Established in 2006, Huddle's latest round of financing at the end of 2014 valued the company at $250m-$300m. Companies that use Huddle to manage projects and share files include the Civil Aviation Authority, NASA, Beats by Dre, Kia Motors, the US Department of Defense, Unilever and P&G.

"PR has a leading role to play at the centre of contemporary marketing campaigns. It was critical we found a partner that understands not just our technology, but our technology’s potential to change the nature of ‘work’ itself," said Tim Deluca-Smith, VP of marketing at Huddle. "The CCgroup team’s experience working across our priority verticals like public sector, accountancy and advisory, and their track record of delivering integrated campaigns swung it for us."

Huddle followed up its last funding round by reshuffling its leadership, with Morten Brogger taking over as CEO in place of co-founder Alastair Mitchell. Brogger's promotion is thought to be linked to a possible exit.

"The sophisticated way in which Huddle approaches marketing and the company’s belief in PR as a critical strategic function means that the programmes we run will be fully integrated as a matter of course," added CCgroup MD Richard Fogg. "It’s the way PR should be."