LONDON: In an attempt to bring hi-tech know-how to industries not noted for being tech-savvy, Text 100 Group will launch an $8 million mainstream PR practice in August.

Dubbed Ignite, the 70-strong firm is being carved out of Text 100’s UK business, with a client stable that includes Amazon. com, Hewlett-Packard, Microsoft and GartnerGroup. But the newly formed shop will cater to companies “that have only embraced technology in the past few years,” according to CEO Tim Dyson. “Text 100 will remain focused on the mainstream technology industry, while Ignite will work with companies that you don’t normally associate with technology – retail, healthcare and travel, for example,” he said. Ignite intends to provide a broad range of services, including corporate PR, community affairs, customer relations and financial PR.

Heading up the company – which should handle about $8 million in billings in its first fiscal year – is Katie Kemp, a US native who has been managing director of Text 100 UK for the past four years. Glen Goldsmith, previously associate director, will fill Kemp’s shoes. Text 100 UK will retain 40 staffers and clients such as Xerox and Telewest. “I expect growth of about 30% for both Text 100 and Ignite,” Dyson said. Despite losing $8 million in business to Ignite, Text 100’s UK practice should handle $4 million in its next fiscal year, beginning in August, Dyson projected.

Ignite will open branded business units in Text 100 offices in Ireland, Germany, South Africa and India and Dyson said that these will be incorporated as separate businesses “as soon as it’s practical.” Ignite is the latest PR brand launched by Text 100, following UK-focused Bite, Joe Public Relations and EVUS, and German-based Extra. Dyson hopes that Ignite will drive its regional brands to become more international as well.

“Our first stage of advancement was to get Text 100 in as many countries as possible. That’s taken us to 24 offices worldwide, in a relatively short period of time,” Dyson said. “Then the strategy was to establish separate brands. Our next stage is to establish international brands. Launching Ignite shows the direction we want to take things.”

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