NEWS: Text loses out as Apricot hands its account to Key

Text 100 has lost its estimated pounds 80,000 account with Apricot Computers to Key Communications following a full scale UK PR review last month (PR Week 26 January).

Text 100 has lost its estimated pounds 80,000 account with Apricot

Computers to Key Communications following a full scale UK PR review last

month (PR Week 26 January).



Text has worked on the account for ten years handling product promotion,

events management and corporate positioning. The agency repitched for

the account along with Key and two other consultancies.



‘They are going through a metamorphosis at the moment and are looking

for a slightly different approach,’ said Text managing director Katie

Kemp. ‘I think a change is good for both of us and it gives us the

opportunity to pursue clients that previously we haven’t been able to.

If you and a client are not going in the same direction it makes no

sense to continue.’



Acquired by Japanese electronics giant Mitsubishi in 1990 for pounds 39

million, Apricot has attempted to position itself as a personal computer

provider and at the same time strengthen its presence in the business

computer market.



Last year Apricot signed a deal with Dixons and Currys to stock its new

MS540 series of home PCs while simultaneously launching the VS range of

desktop computers.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.