Text 100: Agency Business Report 2013

Text 100 saw boosts in North America and Asia-Pacific, but the European economy hampered worldwide growth, which dipped 1.5% year on year.

Principal: Aedhmar Hynes, CEO
Ownership: Next Fifteen Communications Group
Offices: Global: 25 wholly owned; US: 4
Revenue: Global: $49,506,871; US: $18,554,839
Headcount: Global: 471; US: 114

Text 100 saw boosts in North America and Asia-Pacific, but the European economy hampered worldwide growth, which dipped 1.5% year on year.

In North America, revenue was up nearly 6%, driven by a balanced mix of new business wins and organic growth. In EMEA, where client spend has been pulled back, the firm made the decision to transfer Norway business to its Madigan unit.

CEO Aedhmar Hynes says the agency's longstanding client relationships, which include IBM, Xerox, and Lenovo, “stand out as very much an underlying stability in our business.”

Major wins last year were Vodafone's global b-to-b business, Staples Advantage in the US, Bravo, venture capital firm Lightspeed Venture Partners, cloud-enabled service provider NaviSite, and Synaptics. This year, Text picked up Cisco Linksys and Harman Automotive, both in North America. The firm reported no major losses for 2012, but this year it lost Nokia, which it shared with fellow Next Fifteen agencies.

While 80% of Text's business is on a retained basis, it is seeing incremental growth from specific project work for its digital and social media services – an area in which it will continue to seek growth.

The firm is also seeing demand for community management services. In response, Text established digital design and content hubs in its offices in Germany and Malaysia.

Hynes says Text's heritage in technology communications is leading it into adjacent sectors, such as telecommunications, energy, automotive, and travel. For example, the firm undertook work for non-tech brands British Airways and Schneider Electric.

Leadership reshuffle
In August, the firm reshuffled its leadership team to make it more digitally focused. Scott Friedman, North America regional director, left the agency and was replaced by Rowan Benecke, who was previously regional director for EMEA.

In Asia-Pacific, Anne Costello took over as regional director after sharing the role with Stephen Murphy, prior to his departure last November. In addition, Sarah MacKenzie was promoted to EVP in EMEA and Jeremy Woolf, global digital lead, transferred from Hong Kong to New York. COO Andrew McGregor left Text last year. He will not be replaced.

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