Text 100 stressing China with revamp

BEIJING: Text 100 is restructuring its North Asia operations to stress its China-led strategy. The move comes after the rebranding of marketing-services parent OneMonday Group to Next Fifteen Communications Group in early November.

BEIJING: Text 100 is restructuring its North Asia operations to stress its China-led strategy. The move comes after the rebranding of marketing-services parent OneMonday Group to Next Fifteen Communications Group in early November.

According to Text 100 Asia-Pacific director Andrew McGregor, the Beijing office will open as a wholly owned operation in January 2003. Chris Tang, former Asia-Pacific business-development manager and People's Republic of China national, will relocate from Sydney to become the general manager of the China business.

The shake-up also sees Text 100's former Hong Kong MD Simon Craddock adopting the role of GM, Greater China, out of the firm's Tokyo offices - after less than a year heading the Hong Kong operations.

Craddock's successor in the Hong Kong Special Administrative Region office is former APCO Hong Kong staffer Chris Sorenson, now VP of client services. Under the restructuring, the Hong Kong office will now operate as a branch of Text 100 Beijing.

McGregor admitted that market conditions spurred the move to burgeoning China - including a recent tie-up with Taiwan consultancy Apex Public to operate as a Text 100 licensed office.

In Hong Kong, sister network AugustOne now shares offices with Text 100.

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