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
’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
’We intend to bring an intellectual and strategic service to the PR
market in Singapore,’ said Kerr. Text 100 has five staff in Singapore.