SYDNEY/SINGAPORE: Adobe Pacific has appointed Text 100 to its PR account for Australia and New Zealand, following a fiercely contested pitch involving five consultancies including incumbent Blackie McDonald, which has held the account for the past six years.

"It was a conscious decision that we were going to review our PR agencies but we actually conducted the reviews separately," says Judith Salonga, Sydney-based marketing manager, Adobe Pacific.

PR activity will largely be led by media relations for its flagship products including Acrobat, PhotoShop and Illustrator.

The main objective will be to extend Adobe to new markets in the enterprise space and to maintain momentum in terms of interest and coverage in the company's portfolio of products, said Salonga.

Text 100 MD Jorn Sanda said that Adobe was seeking to find the best agency in the local market, so there was no specific remit for regional campaign management.

"That said, the way Text works is that we share information quite openly between offices, so if we started a campaign here that was working really well, we would share that with our Singapore office and vice versa," he added.

Reporting to Salonga will be account director Jeremy Woolf, account manager Grazia Pecoraro and account executive Victoria McClelland (with Sanda).

Text 100 regional director Andrew McGregor will assist in media training and steering campaign strategy.

Text also picked up the retainer business in Singapore and Malaysia, with incumbent Bentley PorterNovelli, Ogilvy PR, Fleishman-Hillard and EastWest PR known to have been involved in the fray.

Text 100 Singapore MD Angie Tu confirmed that the brief in both Singapore and Malaysia was "to take Adobe to the future through powerful, effective PR". Tu reports to Singapore-based Adobe Systems events and promotions manager Tan Wee Ling.

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