NEW YORK: Schneider Electric (SE) has consolidated its North American PR agencies under Text 100, expanding the tech agency into the energy arena.
Prior to the consolidation, SE, a global energy management company, worked with five agencies across North America, ranging from boutiques to midsize agencies, said Martin Hanna, VP of North America press relations for SE. Three of its former agencies were Schwartz Communications, Bader Rutter & Associates, and Michael Burns & Associates, Hanna confirmed. Text 100 was not among the incumbents.
The new budget totals more than $750,000 annually.
“We weren't spending a significant amount of money with each of the five agencies,” Hanna said. Even so, the company is now spending 20% less than it did on PR prior to the consolidation.
“We also have better, more consistent service and measurement,” he added.
To build more consistency, the company plans to transition all but its most popular brands to the SE moniker. By the end of next year, its 120 disparate brands will be pared down to 10, with the popular Square D Products and APC, among those retaining their names.
“We are going to be much more proactive in promoting our brand and showcasing our solutions,” Hanna said. “[Our core message is] we don't use or produce energy. We are in the sweet spot of helping people use their energy safer, more efficiently, and more reliably with greener technology.”
Aedhmar Hynes, CEO for Text 100, says SE is “one of our top three wins in North America over the last 12 months.” The win also signals the agency's decided foray into the energy sector.
“Energy and technology are now becoming so co-dependent,” Hynes told PRWeek. “We have tremendous legacy in the technology space, now this gives us the opportunity to also become a leader in the energy space.”
SE will act as the flagship account for Text 100's energy practice, but the agency has already done work in this space for its clients like IBM and Cisco, Hynes noted.
Text 100 will be evaluated with several measurements, including SE's share of voice and tonality in the marketplace. The agency is servicing SE from San Francisco, New York, and Boston and has begun making hires to staff the business.
Updated February 3, 2010, 5pm