2006 Agency Business Report: Text 100 Public Relations

Text added 20 new accounts in the US.

Text added 20 new accounts in the US.

CEO Aedhmar Hynes says that client growth comes from the agency's ability last year to highlight offerings beyond media and analyst relations.

"We've been very strong in those areas, but that often disguises the fact that we have strong capabilities in research, corporate communications, and certain vertical sectors," she says.

Pushing its global proposition is vital to the firm, hence the new offices in Guangzhou and Oslo, but that created greater budget pressure from global clients who demand global efficiency. This is why new endeavors, such as the new peer media relations practice, is vital to growing accounts, says Hynes.

In 2006, the agency will keep its eye on new media and its global network, especially China. In fact, Hynes sees the core of the industry changing, as corporations get closer to customers and consumers adopt new ways to get their information.

Name of parent division/company (enter both where applicable)
Text 100 is a wholly-owned subsidiary of Next Fifteen Communications Group, a holding company of market-leading public relations and marketing consultancies.

Name of subsidiary companies
Context Analytics is Text 100's wholly-owned research and measurement subsidiary.

Has your ownership status changed in the past year. If yes, please explain

Name of global CEO and US CEO (or most senior equivalent)
Aedhmar Hynes

Name of person, if any, the most senior person named above reports to
Tim Dyson, CEO, Next Fifteen Communications Group

What is your current headcount, and how has it changed from this time last year
As reported in the Rankings, our current headcount is 477, which is up from 435.5 in 2004. While the US saw 10% growth (146.5 to 163), the largest growth area was Asia Pacific, which saw over 20% growth (69 to 86).

What was the percentage of staff turnover
Total voluntary turnover for calendar year 2005 was 22%.

Did you make any senior hires in 2005 (VP and higher)
In 2005, Text 100 made several significant appointments to directly support critical strategic areas of the business

Broaden and deepen client relationships:
Rowan Benecke
, appointed to Vice President, APAC, to manage key client accounts
Nick Giles, appointed to General Manager, London, with responsibility for key client accounts and operation growth
Klaas Klunder, appointed to General Manager, Amsterdam, responsible for key client accounts
Andreas Thue, appointed to General Manager, Oslo, to strengthen geographic presence and service offering in the Nordics
Kathleen Gratehouse, appointed to Vice President, North America, to lead key San Francisco-based client relationships. Kathleen was previously with Schwartz Communications.

Provide new services, products and disciplines to enhance our clients' competitive edge
Doug Costle, appointed to Senior Director, responsible for the development and management of opposition research at Text 100's wholly owned research and measurement subsidiary, Context Analytics Corporation. Doug was previously with Fitzgerald Communications.

As well, in support of a continued effort to develop strong business infrastructure, Text 100 made three additions to its global finance team and one to the sales and marketing group
Bruce Bishop, assumed a global CFO role, based in North America, leading global financial strategy
Laurie Eisendrath, appointed to Vice President, Finance, North America
Andy Bigham, appointed to Finance Director, APAC Peter Jacob, appointed to Sales and Marketing Director, EMEA, with responsibility for new business and marketing programs in the region

What senior staff have departed the firm?

The following senior staff left the company in 2005 after making considerable contributions to the organization
After establishing Context Analytics as a fully functional business within Text 100, Forrest Anderson, Senior Vice President, left to pursue new endeavors

Kathy Fitzgerald, Executive Vice President, Corporate Communications, helped organize our corporate communications practice and influencer relations program

Angie Tu, Managing Director, APAC, also left to pursue other activities

Other senior management changes
Georg Kolb, promoted to Global Practices Director, leading new service offering development, transferring from Munich, Germany, to New York

Olivier Riviere, promoted to Client Services Director, EMEA, heading new client service offerings across the region

Shari Roberts, promoted to Vice President of Human Resources

Michelle Brown-Ruegg promoted to Vice President of Talent Development, charged with aligning recruitment efforts and talent management with business strategy

Linda Kozlowski, promoted to Vice President, driving client service and satisfaction initiatives in the US.

Erin Humphrey, Vice President, appointed to lead client satisfaction and service initiatives at the global level

Have you made any acquisitions in the past year, or merged with another agency?

How many offices do you have globally?
North America
Boston, Los Angeles, New York, Rochester, San Francisco, Seattle

Amsterdam, Copenhagen, Dublin, London, Madrid, Milan, Munich, Oslo, Paris, Stockholm


North & South Asia
Bangalore, Hong Kong, Mumbai, New Delhi, Taiwan, Seoul,

Asia Pacific
Auckland, Beijing, Guangzhou, Shanghai, Singapore, Sydney, Tokyo,
What offices opened in 2005 or early 2006?
Text 100 Guangzhou (January 2005) – Text 100's newest China office opened to provide support to clients facing opportunities in the small- and medium-enterprise market in South China, as well as to possibly extend into the evolving consumer tech industry in China overall.

Text 100 Oslo (April 2005) – Established to deepen our presence in the Nordics and to work in close cooperation with Text 100 Denmark and Sweden to service a variety of growing multi-country clients such as IBM, Siebel and KiSS Technology.

What offices closed in 2005 or early 2006?

Is there a particular region, US and globally, that is growing right now?
Market strength in China and the Nordics provided growth opportunities both for clients and Text 100.

During 2005 key transfers were made to support the need for specific expertise in Shanghai, Hong Kong and Beijing.

Is there a particular region, US and globally, that's shrinking?

How many practice areas do you have?
Text 100 has seven communications practice areas and 10 market sector practices.

Communications Practices Analyst Relations Corporate Communications Investor Relations Peer Media Relations Product Public Relations Public Affairs Research and Measurement Sector Practices Consumer Emerging Technologies Financial Services/Banking Hardware Security Semiconductor Services Software Storage Telecommunications including Mobile/Wireless

Which ones are new?
Peer media relations (social media including blog relations and corporate blogging) -
Text 100 also introduced a peer media offering to clients, engaging peer media pioneer Joe Trippi to collaboratively develop educational workshops and other services.

The offering addresses the challenges companies face understanding and implementing blogs, RSS, wikis, podcasts and other tools; what the changing landscape means to PR practitioners and how to engage with these new influencers.

Influencer relations – Text 100 introduced a formal influencer relations practice advising clients how to engage with industry influencers beyond traditional media and analyst communities.

Influencer programs address a wide range of issues, including corporate, industry-specific, region/country-specific, regulatory, and many others and can offer high return if successful.

Influencers groups include academics, industry organization heads, bloggers, user groups, government, customers and others.

Of those, which ones are part of the core strategy of the agency?
While our Peer Media Practice is newly formed, concepts and principles of peer media – transparency, openness, authenticity and two way communication - have far-reaching implications for other parts of the business.

Which practice areas have been phased out in the past year?

What practice areas showed the most growth?
Increased market demand led to growth in our corporate communications and peer media practices and both our wireless and semiconductor practices saw strong growth with the addition of several marquee clients.

Which practice areas showed the least growth?
Due to the maturity of both our product public relations and hardware practices, growth has tapered, but is still strong.

What is the distribution of accounts across practice areas?Accounts are evenly distributed across communications practices and primarily concentrated in hardware and software.

What key account wins did you have in 2005?
Text 100 added several significant clients to its roster in 2005
Our semiconductor expertise led to the addition of Philips Semiconductor Division. The North America Text 100 wireless group grew significantly, adding many new clients including Adobe Wireless, Dwango Wireless, Qpass, Siemens Wireless Modules and Sprint Nextel.

We continued to expand our software experience, adding Akimbi, Ariba, Par3 Communications, PC Tools and Visto Growth in the hardware sector included adding Data Domain and Fabric7 to our client list.

Clients added to our computer services roster were eBay, Getronics, Persistent Systems and Yahoo! Text 100 further built its gaming sector expertise through a high-profile assignment with the World Cyber Games Experience in the consumer sector has grown with the extension of our existing relationship with Fujifilm to include the company's consumer division What key accounts did you lose in 2005.

(Please exclude non-US business) Text 100 did not lose any key accounts in 2005, though we did conclude our working relationships with several smaller accounts such as InfoSpace and PARC.

Did you expand any existing accounts into new domestic or international markets
ARM – Our relationship grew to nine countries in 2005 with the addition of India and Japan to the already mature ARM and Text 100 partnerships in North America, UK, France, Germany, China, Taiwan and Korea Xerox – Expanded service into India in addition to our current relationships in Amsterdam, Madrid, Milan and North America Fujifilm – Our relationship with Fujifilm grew to include their consumer products division Philips Semiconductor – Early corporate level consulting work with Philips eventually blossomed into an opportunity to represent Philips Semiconductor, a brief which we secured in July of 2005.

Did any dormant clients start to spend with you again?
Text 100 took on a short-term project for former client Giftcertificates.com this year.

What proportion of your clients are on a retainer?
In the US, almost 100% of our clients are on retainer.

Has this changed over the past year

What was your 2005 US revenue?
What was the % change over 2004 US revenue?

What was your 2005 global revenue (as entered into the separately submitted Rankings Form)?

What was the % change over 2004 global revenue?

Did you experience top-line or bottom-line growth in the past year?
Text 100 experienced both top-line and bottom-line growth during calendar year 2005.

We increased our working relationships with several key accounts, such as ARM and Fujifilm and added several marquee brands, such as Philips Semiconductor.

How did your performance, in terms of revenue and growth, meet expectations you had for the year?
Text 100's performance met expectations for the year.

The company experienced strong financial growth as the result of its sharpened focus on key strategic areas in the business.

This focus has resulted in a continuation of a sound financial platform on which to base

Broadening and deepening of client relationships Providing new services, products and disciplines to enhance our clients' competitive edge Expansion of global and local presence to meet clients' need for truly international coverage

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