Text 100 has lost its estimated pounds 80,000 account with Apricot
Computers to Key Communications following a full scale UK PR review last
month (PR Week 26 January).
Text has worked on the account for ten years handling product promotion,
events management and corporate positioning. The agency repitched for
the account along with Key and two other consultancies.
‘They are going through a metamorphosis at the moment and are looking
for a slightly different approach,’ said Text managing director Katie
Kemp. ‘I think a change is good for both of us and it gives us the
opportunity to pursue clients that previously we haven’t been able to.
If you and a client are not going in the same direction it makes no
sense to continue.’
Acquired by Japanese electronics giant Mitsubishi in 1990 for pounds 39
million, Apricot has attempted to position itself as a personal computer
provider and at the same time strengthen its presence in the business
Last year Apricot signed a deal with Dixons and Currys to stock its new
MS540 series of home PCs while simultaneously launching the VS range of