INTERNATIONAL: Apple chooses Text 100 for Australian PR push

SYDNEY: Text 100 Australia has picked up the retainer account to handle PR for Apple Computer across the country.

SYDNEY: Text 100 Australia has picked up the retainer account to

handle PR for Apple Computer across the country.



The work is believed to be worth a six-figure fee, making Apple

Australia’s biggest retainer-based client.



The agency won the account after a competitive pitch against seven

others including Edelman PR Worldwide, Blackie McDonald and incumbent

Turnbull Porter Novelli. The final shortlist pitted Text against Blackie

McDonald, an Australian IT specialist. Turnbull Porter Novelli, part of

Porter Novelli International, had held the account for five years.



Text’s brief covers all Apple’s corporate and product PR in Australia,

including supporting the recent launch of the firm’s coloured desktop

computer, the iMac.



Text 100 Australia associate director Andrew McGregor will lead the

account.



He will report to Apple Computer Australia’s corporate affairs manager,

Myrna Van Pelt.



McGregor said: ’Apple has almost come back from the dead. The iMac

launch has been enormously successful here. They need to communicate

that the company is coping with the new growth and can support this

level of demand. It’s a nice position to be in.’



He added: ’Our win has generated considerable interest from other Apple

subsidiaries in Asia.’



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