Streaming audio company TuneIn is looking to Durham ad agency McKinney to raise its profile.

TuneIn, a privately held startup based in San Francisco that boasts of more than 60 million users each month, announced Tuesday that it has tapped McKinney to be its agency of record.

Although TuneIn touts that it’s “the world’s largest audio network,” AdWeek notes that it’s not often “mentioned alongside such heavyweights as Spotify, Pandora, iHeartRadio and SiriusXM.”

In a bid to insert TuneIn into the conversation, McKinney has created a new brand campaign with the tagline, “Listen Like You Mean It.”

“TuneIn has rapidly grown to scale with a great business model and the support of the venture community and key partners like the MLB and the NFL,” CEO Brad Brinegar said in a statement. “As their first agency partner, McKinney is thrilled to bring a different kind of capital to their future success.”

TuneIn has raised $47 million in venture capital.

The new campaign – on radio, digital and social media – is debuting Wednesday in Chicago and Boston. It also will launch in TuneIn’s top markets, including New York, San Francisco and Los Angeles.

TuneIn offers more than 100,000 radio station and more than 5.7 million on-demand programs that are available for free across a wide range of connected devices.

McKinney, the Triangle’s largest ad agency, has a roster of clients that includes Samsung, ESPN, Sherwin-Williams, CarMax, Crocs, Sennheiser, Mentos, Big Boss Brewing, Dognition and Urban Ministries of Durham. McKinney is owned by Cheil Worldwide of South Korea.