ATLANTA: Internet service provider Earthlink has picked Text 100 as its North America PR agency, overseeing both corporate and product PR.
"They wanted a much more integrated communications function," said Text 100 CEO Aedhmar Hynes.
"We're going to focus on driving corporate positioning," continued Hynes. "After two quarters of profitability, they really want to turn the heat up on the brand. We also want to focus on differentiators such as their technology and customer service. They are very customer centric."
Text 100's New York office will lead the account. The agency is also developing a team in Atlanta, where Earthlink is based. While Text 100 does not have an Atlanta office, and the presence of staff there doesn't necessarily indicate the agency will open one any time soon, Hynes pointed out that the agency's Rochester office began the same way when the agency won the Xerox account.
MS&L previously handled Earthlink's consumer PR, and worked with the company from 1997 to 2003.
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