SAN JOSE: Adobe Systems has tapped Text 100 to manage PR for its mobile technology in North America.
The hire comes on the heels of Adobe's acquisition of Macromedia, a Text 100 client. The software developer, moving deeper into the wireless market, acquired Macromedia last year for around $3.4 billion in stock.
The $1.6 billion company, best known for Photoshop and Acrobat Reader, still retains A&R Partners as its AOR.
"This is giving us the opportunity to create an engagement platform, where people can engage in ideas and information over any medium," says Adobe PR director Russell Brady. "The focus on mobile technology is a very important part of where we're headed. People connect not just through their computers but through their PDAs and cell phones. And this lets us tell a complete story about providing a ubiquitous engagement platform."
While Adobe is no stranger to the mobile market, it is enhancing its outreach now that it has Flash in its portfolio.
Although Adobe did conduct a review, it selected Text 100 because of its familiarity with the mobile market, and its relationship with Macromedia. Before the acquisition, Text 100 handled Macromedia's PR efforts in the mobile space. "We wanted as much continuity as possible after the acquisition," said Brady.
PR will not focus on consumers, but rather on educating mobile device manufacturers, mobile service providers, and other software companies about the value Adobe's software, including Flash, brings to users of mobile devices.
Text helped Adobe with this messaging at the Consumer Electronics Show in early January, and will do so at upcoming mobile and wireless events. In addition to outreach to those aforementioned audiences, Text 100 will also help with partnership and product announcements.
"PR is probably the most critical part of the marketing we are doing," said Brady, who declined to reveal the size of the account. "We are trying to show our momentum among those key audiences, and PR is vital to doing that."
Text 100 will lead the account from its San Francisco office.