Emily Tan
Aug 5, 2014

EXCLUSIVE: Global & APAC heads on Bite merger with Text100

In an exclusive interview about the just-announced merger of Bite and Text100, global chief Aedhmar Hynes emphasised that the move is aimed at building a strong global brand and denied problems with Bite leadership motivated the change.

(L_R) Hynes, Mottram and Costello
(L_R) Hynes, Mottram and Costello

"At some levels, I think that Bite in the last number of years has had its ups and downs, but one thing you can reflect on is that Bite Asia ahs been an incredibly strong brand," she said. "Any challenges it’s faced internationally are not reflected here."

The merger should be viewed, she said, as the marriage of two strong brands rather than a reaction to the challenges Bite has faced elsewhere. "Having our resources integrated, we create considerable scale across our business, and that is an important aspect of being seen as competitive in this market," Hynes said.

The combined entity in Asia-Pacific is expected to contribute 30 per cent of Text100’s global revenues, she added.

However, Tim Dyson, CEO of parent company Next Fifteen recentlytold PRWeek's Daniel Farey-Jones that Bite has "struggled to be a global agency" and needed to carve out a different reason for its existence.

To learn how the merger affects headcount, leadership and clients, read the full story PRWeek Asia
Source:
PRWeek

Related Articles

Just Published

1 hour ago

Polestar takes (subtle) aim at Tesla as EV wars heat up

The new OOH campaign from Forsman & Bodenfors is promoting big rebates for Tesla owners.

8 hours ago

WPP reports 2.7% revenue decline in Q1 2025

China continues to slip, recorded the steepest revenue dip among the agencies top five markets.

9 hours ago

Reaping Jumbo profits: How brands see a niche in ...

How did an animated film about an orphan’s journey to find courage become Southeast Asia’s highest-grossing animation? Smart product placement and brand collaborations played a key role.

9 hours ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.