The agency secured the business following a multi-agency pitch that also included Porter Novelli, which currently handles Bluetooth SIG's European business, Burson-Marsteller and Weber Shandwick.
According to Bluetooth SIG senior marketing manager Eric Schneider, Hill & Knowlton was chosen as much for its experience in representing trade associations as for the strength of its team; the agency also represents the GSM Association.
Schneider will relocate to Hong Kong to lead the group's marketing efforts in the region, which will centre on the key markets of China, Korea, Japan and Taiwan
Bluetooth SIG's marketing approach will focus on public relations, to educate consumers about the technology and support 1,000 odd members based in Asia - out of a total membership of approximately 3,000 companies.
"We will work with them to establish in the minds of consumers an understanding of what Bluetooth is through 'use cases'," said Schneider. "What I'd also really like to do is show value to existing members, and providing that value remotely is just not enough. We also need to support what they're doing here."
In Asia, media coverage of Bluetooth often focuses on its benefits versus WiFi technology. Schneider is keen that the two technologies are not seen as being in competition.
However, he admitted that the competition with WiFi for share of voice in the media is a key challenge for Bluetooth's efforts to educate consumers.
"That is a daunting thing because WiFi is a very popular technology," he said. "Consumers want wireless made simple, and WiFi has done an excellent job of positioning itself. The number of use cases that Bluetooth covers makes it more difficult, because of the number of industries we cover."
Bluetooth technology is a low-bandwidth, short-range wireless specification for connecting mobile devices, creating personal area networks. According to Schneider, regional interest has focused on Bluetooth-enabled mobile phone headsets - such as those made by Jabra - and educating consumers of other Bluetooth applications is of key importance.
"Its making sure people understand what Bluetooth can be used for," he said.