Text 100, the UK's largest hi-tech PR agency, has recruited a new associate director to lead its move back into the consumer technology market.

Simi Belo, former head of PR for video games company Electronic Arts (EA) UK, has been appointed to spearhead the agency's consumer project - putting Text 100 in direct competition with spin-off Bite Communications, which formed in 1995.

Belo's brief is to grow Text 100's UK consumer business and team, training the agency's existing stag and recruiting externally.

Text 100's UK managing director, Glen Goldsmith, said he wanted to re-ignite their consumer technology portfolio which had diminished following the formation of subsidiary brand Bite and the launch of sister company August.One Communications last year.

'Companies were banging on our door asking for help with their consumer drives, but we were having to turn them away,' says Goldsmith. 'So it was an obvious business decision to re-grow our consumer tech offering.'

He added, 'It's quite possible that we will end up in the same pitches with Bite, but we can now go after companies and fill the space with Text 100 Group agencies, rather than competitors'.

Belo, who reports to Goldsmith, plans to build an initial team of five by hiring externally and training in-house.

But despite Text 100's consumer PR plans, Goldsmith said the company would continue to concentrate on corporate and business-to-business PR. Its UK client list includes Fox Kids Europe, Telewest and internet bank Smile.

The Text 100 group's worldwide operations now include more than 30 offices in 15 countries, and 400 employees. Globally, Text's clients include Microsoft, Xerox, Ask Jeeves, Apple and BT.

It has seven subsidiary brands: Text 100, Bite Communications, EVUS, Joe Public Relations, extra PR, August.One Communications and Brand X On-line.

Each business operates autonomously and covers mainstream to hi-tech PR.

The Text 100 Group floated at the end of 1999. In May it reported a 26 per cent increase in pre-tax profits from the previous six months, and an increase in turnover of 61 per cent to £15 million.

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