Digital music service Rdio has hired Weber Shandwick Canada of Toronto as its public relations agency of record. The firm won the account in a competitive pitch process involving an unknown number of contenders. The assignment includes integrated communications activities for Rdio's national brand, as well as and media partnerships and programs aimed at the technology community. Internationally, Weber Shandwick also handles the Rdio account in Germany, Australia, Great Britain and the United States. "Rdio is a new way to discover, play and share music, be it on the web, on tablets or mobile phones, and even offline," said Rachel Noonan of Rdio Canada. "Through their deep understanding of new communication platforms, deep roots in media relations and strategic thinking, Weber Shandwick will be our integrated partner in bringing Rdio to life through a variety of creative programs targeted at music loving Canadians from Quebec City to Kelowna." Rdio also recently hired NKPR of Toronto to handle event sponsorships and music premieres, among other activities.