REDWOOD CITY, CA: Bypassing a slew of the Bay Area’s usual hi-tech suspects, Excite@Home last week selected Text 100 to handle its estimated dollars 500,000 consumer broadband account.
REDWOOD CITY, CA: Bypassing a slew of the Bay Area’s usual hi-tech
suspects, Excite@Home last week selected Text 100 to handle its
estimated dollars 500,000 consumer broadband account.
Text’s San Francisco office triumphed over a field of competitors in a
heated review that reportedly included Porter Novelli, Edelman, Niehaus
Ryan Wong and Connors Communications.
According to senior corporate PR manager Alison Bowman, out of the 15 PR
firms that responded to her RFP, Text’s written proposal marked it as a
leader from the outset.
’Text did by far the best job on the proposal,’ she explained. ’They
analyzed our business, gave us extremely honest feedback and made solid
Bowman added that her group was particularly impressed by the creative
presentation Text built around the theme of speed.
’They came in wearing blue (pit crew) jumpsuits with a tool kit - each
tool represented a different idea. And they rolled out their business
cards on the back of matchbox cars,’ said Bow-man. ’It could have been
corny, but it wasn’t, because they pulled it off with sound ideas. And
it showed how much they really wanted to work with us.’
Text will handle both corporate and product PR for Excite@Home, focusing
on the company’s major consumer brands, including the Excite portal and
@Home Internet access service. Text/San Fran GM Ryan Donovan and account
director Aysen Yilmaz will lead the account team, with additional
support provided by Text’s recently launched New York City branch.
Based in the UK and boasting more than 22 offices around the world, Text
100 is one of the biggest hi-tech PR firms in the world. However, its
North American operations have only recently begun to pick up steam,
landing such high-profile clients as Ask Jeeves, Sendmail and
For Excite@Home, hiring a new PR firm is just one of a series of moves
the company is making to shore up its corporate and consumer
Recently, the company brought DC heavy-hitter Estela Mendoza on board
for the newly created position of senior public relations manager,
Mendoza boasts nearly eight years of experience in the public policy
arena, including stints as a White House press secretary and at The
Washington Post. Most recently, she served as communications director
for the US Census Monitoring Board.
In addition, Excite@Home is looking to fill a handful of new posts,
including senior PR manager for the company’s Business Solutions or
b-to-b operations, and senior PR manager for the Excite@Home Studio. On
a more junior level, the company is seeking press specialists to handle
the consumer and regional media.