SYDNEY: Text 100 Australia has picked up the retainer account to
handle PR for Apple Computer across the country.
The work is believed to be worth a six-figure fee, making Apple
Australia’s biggest retainer-based client.
The agency won the account after a competitive pitch against seven
others including Edelman PR Worldwide, Blackie McDonald and incumbent
Turnbull Porter Novelli. The final shortlist pitted Text against Blackie
McDonald, an Australian IT specialist. Turnbull Porter Novelli, part of
Porter Novelli International, had held the account for five years.
Text’s brief covers all Apple’s corporate and product PR in Australia,
including supporting the recent launch of the firm’s coloured desktop
computer, the iMac.
Text 100 Australia associate director Andrew McGregor will lead the
He will report to Apple Computer Australia’s corporate affairs manager,
Myrna Van Pelt.
McGregor said: ’Apple has almost come back from the dead. The iMac
launch has been enormously successful here. They need to communicate
that the company is coping with the new growth and can support this
level of demand. It’s a nice position to be in.’
He added: ’Our win has generated considerable interest from other Apple
subsidiaries in Asia.’