INTERNATIONAL: Microsoft enlists Text 100 to build Singapore profile

SINGAPORE: Microsoft has handed its corporate PR brief to Text 100 after a mid-year review of agencies in Singapore. Incumbent Edelman repitched in a four-way contest.

SINGAPORE: Microsoft has handed its corporate PR brief to Text 100

after a mid-year review of agencies in Singapore. Incumbent Edelman

repitched in a four-way contest.



’We selected Text 100 because of their previous experience with

Microsoft,’ said Microsoft Singapore marketing communications manager

Irene Tan. ’They did a wonderful job in India and the UK.’ Text 100 has

an 18-year relationship with the software giant in the UK.



Concerns over Microsoft’s US-centric corporate image have led to a need

for local positioning, according to Text 100 Singapore managing director

John Kerr.



’So much information is pumped out of the US that we want to take the

best of that and pluck out some strong local stories,’ he said.



The Text 100 team will be expected to familiarise themselves with a new

internal, customer-focused culture at Microsoft, dubbed ’Vision 2’.



The arrival of Text 100 has had an immediate impact on the Singapore

hi-tech PR scene. The small office has won five major clients in only 10

months, including Sema Group, Visio and Hewlett Packard on a project

basis.



’We intend to bring an intellectual and strategic service to the PR

market in Singapore,’ said Kerr. Text 100 has five staff in Singapore.



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