SAN FRANCISCO—Burson-Marsteller is launching North of Nine Communications, a marketing and communications agency built on the work of the firm’s global technology practice, will be dedicated to helping clients distinguish their brands using technology innovations.

According to the firm, “Technology is now an indelible part of everything people do, and mass adoption of new applications, devices and social media tools can happen overnight. Technology innovations permeate every industry, from connectivity in consumer and durable goods to green-tech solutions. While other firms have absorbed specialty firms to address this change, Burson-Marsteller is building a new firm to deliver campaigns that will highlight technology innovations across a range of industries.”

Jennifer Graham Clary, who has served as global technology practice chair at Burson-Marsteller since 2005, will lead North of Nine as chief executive officer. Jay Marose— specializes in tapping into trends to bring together brands, media and the public to create a deeper, emotional impact—will join the team as creative partner.

North of Nine will begin with 25 professionals, representing clients from its headquarters in San Francisco and offices in New York, Los Angeles, and Seattle.