PR firms have been flocking to Los Angeles to scoop up clients in the city’s burgeoning tech scene.

The latest to make a move into Los Angeles is theMix, a San Francisco communications and media consultancy.

TheMix announced Thursday that it has added Principal Zach Servideo to head a Los Angeles outpost. The agency already counts Venice company Giant Media as its anchor client in the region.

“There’s a groundswell of L.A.-based startups led by entrepreneurs whose stories remain untold,” Servideo said in a statement. “We’ll raise the awareness of our clients and truly become an invested partner in their businesses.”

TheMix already has offices in Portland, Ore.; New York and Beijing.

Sparkpr in San Francisco earlier this month announced its plans to grow its business among the Silicon Beach startup community. The firm named a managing partner to head a media, music and entertainment practice in Hermosa Beach.