Founded in 1995 as a spin-off from global tech PR powerhouse Text 100, Bite has evolved over the years into a global player, and in recent years has been focused on moving up the value chain , transforming itself into a multi-channel communications consultancy with a media-neutral approach and particular emphasis on digital and social media. Born in London, Bite originally established itself as a major player in the US through its acquisition of Applied Communications, one of the industry’s most strategic and innovative technology specialists.
Last year saw Bite refine its “Point of View” methodology, which helps clients identify the right communities and develop the right content to engage and facilitate conversations. Bite believes that the basis of good communications—whether paid, owned or earned—is good storylines, and that this is dependent on understanding what is relevant to the communities that a company is looking to engage with. Accordingly, the firm aims to create separate storylines for different communities, based on a common umbrella point of view.
That approach has helped Bite to expand its corporate and consumer portfolio in North America, despite the headline loss of its biggest client, AMD. The firm won the hotly-contested Nokia global review, and is accordingly charged with helping the beleaguered handset giant return to relevance following its tie-up with Windows Mobile. Other new wins included Jive Software and Broadcom.
Bite is now headed in North America by Michelle Hermann, formerly MD of Waggener Edstrom’s San Francisco office. Other hires included VP Lisa Worrall and digital solutions director Victoria Graham. Hermann’s arrival, along with the departures of Tony Hynes and Sean Mills (West and East Coast GMs, respectively), and the loss of AMD, helped contribute to a sense of rebirth at the firm. The AMD loss ensured that Bite’s North American fee income decreased in its 2010 fiscal year, but the firm was able to grow non-AMD fees by 33 percent in its 2011 fiscal year. At present, the business won during the past 12 months is worth almost 57 percent of Bite’s total monthly revenue. Key clients include HP, Sybase, Livescribe and Parallels.
“Bite has proven to be a valuable partner in support of our integrated social media campaigns aimed at driving thought leadership and share of voice in key market segments,” says Carmel Coscia, senior director of worldwide marketing and communications at Sybase.
Campaign highlights included Jive Software’s ‘Anti-Social Business’ point of view campaign; Skype’s SXSW stunts; and HP’s ‘Changing the Energy Equation’ program.
Bite’s international presence includes offices across Asia-Pacific and its home region of EMEA. It also utilizes parent group Next Fifteen’s affiliate network in markets where it is not present.—AS