After handling advertising and digital work in-house in recent years, TiVo is thinking outside the box, so to speak, and has named Minneapolis-based Olson as its new agency of record for advertising, web, consumer PR (previously handled by Allison + Partners) and social projects. There was a review for the TiVo biz, though no word yet on who else participated.

In a statement, Doug Bieter, TiVo’s VP of consumer sales and marketing says, “We were impressed by the depth and breadth of Olson’s ideas and their ability to seamlessly integrate the multiple aspects of our market differentiation and bold plans for the future. By retaining an agency of Olson’s stature, we are consolidating best-in-class advertising, digital and PR strategies that will be a tremendous asset as we build our brand and spread the word about the distinct value of the TiVo experience.”

According to those in the know, after a bit of a rough patch, TiVo has been on an upswing since last year (check out the brand’s Q4 report for context). Wit the win, Olson, which also picked up AOR duties for Saucony in recent months, is now in the process of developing “a multi-channel brand enhancement effort” for its newest client.