World-leading technology PR specialist Text 100 Group plc, today announced the opening of two new offices in Tokyo and Singapore to meet the growing demand for its services from international clients. The new offices complement the company’s existing Australian office, which opened in February 1998, and will offer regional and international clients an integrated agency approach in the Asia Pacific (APAC) region. This proposition has been further enhanced by the formation of an APAC regional headquarters, based in Sydney. This separate office will focus on securing regional accounts, ensuring consistency of approach and implementing Text 100’s model of ‘flexible PR’. The regional office will be established in December and headed up by Matthew Ravden, Text 100 International Board Director.

Text 100 is the first independent technology PR specialist and one of few European PR firms to move into the APAC market. The company continues to go against the current trend of entering markets through acquisition, by focusing instead on organic growth. Text 100 is already a key player in the global technology PR market with 22 wholly owned offices, in 11 countries, across four continents.

“We have spent 12 months planning our entry into APAC and talking to existing customers has been key,” said Matthew Ravden, regional director, Asia Pacific. “We are realistic about the Asian economic difficulties, but our research and discussions show that there are great opportunities that make now a good time to invest in offices for these countries. Key to our strategy for success remains delivering PR counsel that meets the specific need of the local market and using our global methodology of flexible PR to meet the extended needs of clients.”

Flexible PR is Text 100’s unique approach to matching global skill-sets to client requirements. It works on the principles that consistent culture, methodologies and techniques can be used to build a pool of transportable, global, PR skill-sets. While PR campaigns will always be implemented upon the specific needs of the local markets, there will be instances where consultancy may be sourced from other countries within the Text 100 group. Furthermore, people with specific skills may be seconded to different countries to help implement local projects - an approach that has worked successfully in the past. The key differentiator is the consistency that results in an organic group of offices, working in the same way, as opposed to a network of agencies with different heritage and working practices.

Said Tim Dyson, CEO of the Text 100 Group, “We believe the regional or local expertise of the PR competition is rarely extended nationally, let alone internationally. Our intention is to work as one agency and to extend the client’s relationship beyond local territories and into any office that may have the relevant expertise or geographic presence. This way Text 100 will be ideally placed to meet the needs of technology clients across the world.”

Text 100 Japan is the first major technology-focused PR consultancy in Japan. The office is staffed by bilingual Japanese and Western public relations professionals who have extensive local experience and first-hand knowledge of what works and what doesn’t in Japan, the world’s second largest economy. Through devising and implementing successful campaigns in several key technology sectors, they have earned an excellent track record helping overseas enterprises make their mark in Japan. Stuart Baker, an American who has lived and worked in Japan over fourteen years, manages the office. Prior to joining Text 100, he worked at two of Tokyo’s top PR agencies where he specialised in technology accounts.

Text 100 Singapore has been set-up to meet the needs of international companies who have established operations on the island to meet the needs of both the republic and local region – many of them existing Text 100 clients. John Kerr, a New Zealand national who has worked within the Text 100 Group for five years, will oversee the office. Previously he worked as a marketing manager for Wang Laboratories and brings a wealth of experience in both the global IT industry and regional PR techniques. The office will open with two existing international clients.

About Text 100
Text 100 Group plc is a global PR consultancy serving the technology industry. The company’s clients include Microsoft, BT, Compaq, Orange, Samsung, The Document Company Xerox and Gateway. Text 100 was founded in 1981, employs over 240 people and has offices situated throughout Europe, Africa, South Asia, Australia and USA. Additional information about Text 100 and its services can be found at www.text100.com.

For further information, please contact:

Stuart Baker, Text 100 Japan
Tel: +65 320-8461
Email: stuartb@text100japan.com

John Kerr, Text 100 Singapore
Tel: +81 3 3359 6651
Email: johnk_text100@hotmail.com

Mark Pinsent or Emma Bowen-Davies
Text 100 Group plc
Tel: +44 181 242 4171 / 4215
Email: markp@text100.co.uk
Email: emmabd@text100.co.uk

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