2005 Global Profile: Text 100

CEO: Aedhmar Hynes

CEO: Aedhmar Hynes

Total US staff

173

Total non-US staff

302

Worldwide office locations

Wholly-owned: Boston, New York, Rochester, San Francisco, Seattle, Amsterdam, Copenhagen, Dublin, Johannesburg, London, Madrid, Milan, Munich, Oslo, Paris, Stockholm, Auckland, Bangalore, Beijing, Guangzhou, Hong Kong, Mumbai, New Delhi, Shanghai, Singapore, Sydney, Tokyo

Affiliate/partnership: Seoul

Proportion of the wholly- and majority-owned agencies that carry the parent's brand name

100%

Key clients

IBM

Regions where account is serviced, and whether the work is done by an affiliate, partner or a wholly-owned office of the firm

IBM is supported by approximately 150 Text 100 consultants across 17 different locations internationally.

Type of work done on the account, including practice areas involved

Product PR and corporate communications.

Length and type of engagement

Text 100 has been worked with IBM since 2001, representing the IBM Software Group, IBM Systems & Technology Group and the IBM Personal Systems Group in more than half the Text 100 offices around the globe. In addition, Text 100 provides support for IBM's on demand initiative in the US.

Management structure of the account

IBM is supported by approximately 150 Text 100 consultants across 17 different locations internationally. Text 100 has been instrumental in driving a consistent methodology for influencer relations across multiple offices supporting IBM, as well as driving consistent messaging around on demand.

Scott Friedman, located in NYC, is the Global Client Advocate. He manages the IBM account across three regions (NA, EMEA and AP), driving global integration and coordination of PR strategies and tactics. In addition, he helps to coordinate the rollout of consistent methodologies and best practices worldwide.

How account is billed

Monthly retainer.

Size of budget

Not supplied.

Xerox

Regions where account is serviced, and whether the work is done by an affiliate, partner or a wholly owned office of the firm

The account is supported by approximately 30 consultants in six locations around the globe including Rochester, Seattle, Italy, Spain, Amsterdam, India, and the United Kingdom.

Type of work done on the account, including practice areas involved

Text 100 is Xerox's lead agency responsible for all product divisions within the company including Xerox Office Group, Xerox Global Service and the Productions Systems Group. Text 100 has partnered with Xerox to elevate brand relations and focuses on strategic product media relations, supported by corporate communications, analyst relations, and international coordination.

Length and type of engagement

Text 100 has had a strong 13 year partnership with Xerox built organically.

Management structure of the account

Xerox is supported by approximately 30 Text 100 consultants across six wholly-owned locations worldwide. The account is led by Erin Humphey, a vice president based in the Rochester office. Erin manages the business globally, and focuses on consistent quality and results across all regions, while also being a strategic consultant to Xerox.

This 13-year partnership has grown progressively and organically over time, which has allowed for the creation of a 'dream-team' of consultants across the globe.

How account is billed

Monthly retainer.

Size of budget

Not supplied.

ARM

Regions where account is serviced, and whether the work is done by an affiliate, partner or a wholly owned office of the firm

ARM is supported by approximately 30 Text 100 consultants across seven different locations internationally.

Type of work done on the account, including practice areas involved

Text 100 partners with ARM to provide full-service PR services, including corporate communications, product PR, media relations, speaking opportunities, industry analyst relations, competitive de-positioning, etc. As a strategic partner, Text 100 also works with ARM's senior leadership on messaging and brand development.

Length and type of engagement

Text 100 has represented ARM since June 2003. Text 100 supports seven business units in seven countries worldwide. Text 100 started working with ARM in North America and EMEA in June 2003. The relationship expanded to APAC in June 2004.

Management structure of the account

ARM is supported by approximately 30 Text 100 consultants across seven different locations internationally. The account is led by Cathy Pittham, a senior consultant who is based the UK. She leads the account globally. Cathy is responsible for strategic counsel to ARM at a global level, in addition to regional development across EMEA. She has also led several messaging and brand workshops with ARM.

Stacy Perry, vice president, leads the account in North America. She is responsible for working with Cathy at a global level and leading the team in North America.

Matthew Lackie, account director, leads the account in APAC from Shanghai. Matthew is responsible for coordinating activity within APAC.

ARM and Text 100 have forged a successful partnership working from a global perspective. Through deep client engagement and utilizing technology such as extranets, we are able to better collaborate and fluidly share information across multiple offices both within Text 100 and with ARM. By using technology for a competitive advantage, Text 100 has been able to decrease administrative costs allowing the ARM team to truly focus on global media relations.

How account is billed

Monthly retainer.

Size of budget

Not supplied.

Global revenues change from one year ago (Global revenue is defined as revenue generated by all regions)

Text 100 continues to add global brands and increase operational efficiencies which have resulted in a 12% increase in global revenues over the past year.

Global staffing change from one year ago

Text 100 is aggressively growing through new clients, new offices and the addition of many new staff members. In the last year staffing is up 17% from 2004 and we continue to actively recruit for a number of additional openings. In the first five months of 2005, Text 100 hired 75 new employees around the globe.

Performance in light of expectations and the sociopolitical factors affecting performance

As a global company, Text 100 met and exceeded performance expectations worldwide. With our increased investment in growing practice groups and the renewed vitality in the tech sector we continue to see significant growth opportunities in the coming year.

Business won, or lost, in the past year due to a global PR consolidation by the client

Renewed vitality in the tech sector has created the opportunity for increased M&A activity; however, this has only marginally altered Text 100's business. Across each region, we retained the majority of our clients.

The most important global trend we attribute to our continued growth is the increased necessity of PR campaigns to think globally. By investing in emerging markets, we are assisting our client's communication to new audiences by applying local knowledge with consistent global quality and strategy. Text 100 is a brand partner that helps clients coordinate communication internationally to best reflect their brand promise.

Best-performing regions

China continues to be an area of tremendous growth for Text 100. By investing in three offices throughout greater China which include Beijing, Shanghai and Guangzhou, Text 100 has been able to extend client relationships into the region as driven by their business objectives.

In North America, Text 100 continues to significantly increase market share by extending our services to a broader array of clients and investing in new practice areas including corporate communications, research, etc.

Under-performing regions

There is flat growth in a few markets, but overall the investments in all regions are increasing our competitive edge globally.

Region targeted for increased investment of resources this year

We continue to invest in the business to drive global expansion.

Text 100 has recently opened new offices in Norway, which will extend our growing offerings in the Nordics, and in Guangzhou, China, which successfully completes a three-pillar infrastructure in China. A strong presence in South China extends on-the-ground capabilities to complement Text 100's established presence in Beijing, which is focused on North China, and in Shanghai, which is focused on Eastern China. China provides strong opportunities for growing small and medium enterprises (SMEs) and extends our expertise into consumer technology, which is thriving in southern China.

The United Kingdom, where Text 100 was founded, will also be an area re-energized focus to further strengthen its proposition as the European hub of global coordination.

Region targeted for decreased investment of resources this year

None, we are continuing to invest in the business across all regions. We are seeing strength in Text 100 as a truly global firm that is knit together to best support our clients. For example in a mature market like Munich 70% of their clients are also serviced by other Text 100 offices globally. In strong technology markets where a firm could have many small local clients, offices like Text 100 Boston currently collaborates globally with other Text 100 offices on 100% of their client base. Text 100's strength is in the sum of its parts and will keep investing to strengthen the overall organization.

New region/country under consideration to enter this year

This is a time of strong growth and investment for Text 100. We will make choices based on the strategic need to drive our business and our client's business into new areas.

Consideration of international acquisitions or organic growth

Text 100 is continues to look across all regions for growth opportunities. Text 100 is a company based on growing organically and we will continue investing in current expansion as opportunities arise.

International pro bono activities and other ways the firm connects with the regions in which it operates

Rather than a corporate mandated charity, each local office is empowered to participate in pro bono or charitable activities that will reward and fulfill our people and help their local community. For example, Text 100 Spain collaborates regularly with AECC (Spanish Association against Cancer) and has been running in the Women' Race since it was created two years ago. Text 100 Seattle participated in the Race for the Cure and Pet Walk for Local Animal Shelter. Text 100 Mumbai visits old age homes, orphanages and street children rehabilitation centers every year during the Christmas/ New Year season to "spread the cheer."

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