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NetApp hands APAC PR mandate to Text100

Text100 has been appointed by NetApp to drive its brand transformation effort in Asia Pacific. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia & New Zealand, and Malaysia. These wins build on a longstanding relationship between Text100 and NetApp in India dating back more than seven years.

Working closely with NetApp’s APAC marketing, communications and campaign leaders, Text100 will be responsible for developing integrated communications strategy and campaigns, as well as crafting multi-channel content for both external and internal audiences to strengthen awareness and advocacy of NetApp’s new brand narrative.

The agency has also been tasked with driving greater consistency and impact for NetApp’s integrated communications programme across 13 markets in APAC, including Australia & New Zealand, ASEAN, Greater China, India, Japan and South Korea.

Charles Manuel, NetApp’s Chief Marketing Officer for Asia Pacific and Japan, said, “We at NetApp are eager to share our passion in how we are empowering customers to change the world with data. This requires a strong understanding of the macroeconomic landscape, deep knowledge of the broader technology ecosystem and versatile story-telling – all of which Text100 demonstrated throughout the pitch process. We selected Text100 on the back of an impressive proposal, a comprehensive understanding of NetApp’s business, as well as its native capabilities across earned, owned, social and paid.”

Lee Nugent, EVP and Regional Director, APAC, Text100, said, “NetApp is at a pivotal stage in its lifecycle, as the company transitions from a storage leader to a data management player. We are thrilled to be given the mandate to partner with NetApp in its next phase of growth, and help the business to articulate its brand proposition across a diverse, multi-cultural region that is Asia Pacific.”