SAN FRANCISCO—Technology public relations veteran Tim Marklein has launched Big Valley Marketing, a new consultancy that will deliver data-driven marketing and communications for technology companies and aims to “put the Silicon Valley back into Silicon Valley marketing.”

Citing pioneering Silicon Valley public relations firms such as Regis McKenna and Cunningham Communications as role models, Marklein says that “Valley companies have their own rhythm, their own pace, and their own expectations. Valley companies need their agencies to understand the technology, their audiences and their use cases—in a much deeper, more ‘native’ way than most agency marketers do today. Valley companies need marketers and communications experts that are aggressive, proactive and know how to lead.”

The firm will leverage digital, social, public relations and analytics at the core, focusing exclusivey on technology companies

Marklein most recently led the technology and analytics practices for W2O Group, working with clients such as BMC Software, HP, Intel, Qualcomm and Verizon. He joined W2O Group from Weber Shandwick, where he founded the agency’s measurement and strategy practice and led the firm’s Northern California business.

Prior to Weber Shandwick, he led global public relations for Hewlett-Packard’s enterprise business and served as director of corporate PR following the HP-Compaq merger. He previously spent 10 years at Silicon Valley agencies Applied Communications and Jennings & Company.

The firm will maintain a strategic partnership with W2O Group and will be able to draw on the agency’s resources for clients.

According to W2O president Bob Pearson, “This initiative aligns with our philosophy and approach to create a ‘liquid’ collaborative entrepreneurial community that serves and innovates for and with the industry’s most exciting and promising technology companies.”