zebraZebra Technologies, the publicly traded maker of barcode and identification printers and technology, has connected with Burson-Marsteller, following an RFP.

B-M will guide PR across North America, Latin America and the EMEA region, spanning 11 countries. Ogilvy PR previously had the work.

Zebra, based in Lincolnshire, Ill., and named after the black-and-white palette of a bar code, wants to get on the radar of senior Fortune 1000 execs and leverage its partnership with the National Football League.

Zebra made a splash last year when it snapped up Motorola's tracking technology unit for $3.5B. Its technology is used for everything from inventory control and package tracking to driver's license data.

Therese Van Ryne, who joined from Motorola, heads global PR and analyst relations for Zebra.