Text100 and Bite officially become Archetype

PR agency Text100 and its sister agency Bite have officially formed one agency, Archetype.

The name of the new agency, Archetype, aims to “set the standard for the next generation of global agencies”.

Both Text100 and Bite have officially become Archetype four years after Text100 announced the merger.

The acquisition came four months after Text100’s Australian managing director, Simon Fitzgerald, departed the agency to take on a new role at Bendigo Bank.

Lee Nugent, Archetype’s APAC regional director, said the new agency has a vision to transform the way clients are serviced.

“It’s a new agency that builds on the decades of client experience that Text100 and Bite have gained while driving thousands of successful campaigns around the globe, and is created for the world we live in today. A world where marketing and communications have converged, where every company is a technology company, and where global means finely tuned to individual markets.

“We believe that big ideas and the fine details matter equally. Clients demand market-leading consultancy, powerful creative and high-quality execution. Not one or two of these things, but all three. And clients want access to the right talent, at the right time, at every level, with consistent standards applied globally, no matter where we operate. This is what Archetype does, and what we will deliver.”

Helena Maus, CEO at Archetype, added: “We will draw from our expertise in brand strategy, creative production, strategic communications and digital to fulfill our purpose of partnering with category creators and industry leaders to build the world’s most magnetic brands.”


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