By Arun Sudhaman
LONDON: Jonathan Brayshaw has departed Text 100 to lead global communications at Psion, the UK mobile computing business that is attempting to rejuvenate its brand.
Brayshaw becomes global leader of digital communications and social business at Psion, reporting to CMO Nick Eades. He leaves Text 100 after less than a year as director, during which the agency won Psion’s global PR account.
Brayshaw told The Holmes Report that the newly-created role at Psion will build on the importance the company is placing on social media as part of its repositioning. Psion has unveiled a crowdsourcing approach to product development, which encourages customers to adapt its new mobile handheld computer and share those experiences on the website ingenuityworking.com.
“Outside our core audience, not enough people know that Psion now makes and sells rugged handheld computers for business users,” said Brayshaw. “So a major part of my job is to ensure we become known for what we do today, rather than just our past successes.”
Brayshaw’s oversight of social business, meanwhile, will see him take the lead in “educating and enthusing employees, partners and customers in the use of social media tools to generate revenue.”
“It is the commercial dimension to my job, which is all about enabling collaboration between the various functions of Psion and our partners,” he said. “The goal here is to help facilitate the development of the mobile products of tomorrow, just as we helped create the category people now call smartphone, more than a decade ago.”
Brayshaw’s arrival comes as Psion launches a new global corporate identity, as it bids to distance itself from the company that prospered in the Eighties and Nineties. Once synonymous with innovation, Psion has undergone a major restructuring over the past two years, and is aiming to recapture its position as a leading player in the handheld device market.
Prior to joining Text 100, Brayshaw spent four years at Weber Shandwick.