L.A. firm taking plunge with algae-to-oil venture: Cerrell Associates tapped to build buzz for OriginOil.

ORIGINOIL, a company working to transform algae into a source of fuel, has hired PR firm Cerrell Associates to help communicate its mission of developing a viable competitor to petroleum.

"With oil over $125 a barrel, and food-based fuels quickly becoming less viable, OriginOil is ready to capitalize on its technology that will transform algae to oil," said Mark Wittenberg, a principal at Cerrell Associates.

Based on the concept that much of the world's petroleum comes from ancient algae, OriginOil's technology promises to produce a long-term supply of feedstock chemicals for fuels, plastics and solvents. Unlike corn ethanol, algae will deliver oil "without disrupting the environment or food supplies," according to the company.

Cerrell ranks fifth on the Business Journal's list of PR firms with billings of $5.9 million. However, its environmental practice is among the largest in the U.S. and it has a long track record in political and issues communications.

The agency "will help us achieve our goal to be the leader in the algae-to-oil sector," said Riggs Eckelberry, chief executive at Century City-based OriginOil.

Staff reporter Joel Russell can be reached at [e-mail] or at [phone], ext. 237.