By Arun Sudhaman
British mobile computing company Psion has selected Text 100 to manage its worldwide external relations, displacing incumbent agency Fishburn Hedges.
The decision comes as Psion hopes to rejuvenate a brand that was once synonymous with innovation. The company 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.
The brief includes a particular focus on the UK and France, while Text will also work alongside existing Psion agencies in Germany and North America.
Psion is seeking to improve awareness of its new crowdsourcing approach to product development, which encourages customers to adapt its new mobile handheld computer and share those experiences on the website ingenuityworking.com .
The site also serves as a forum for partners, developers and employees to share ideas on such areas as research, development and after-sales care. Psion has also charged Text 100 with improving overall awareness of the Psion brand in the key markets.
The new account counts as the first significant business win for Text 100 since Kirsty Leighton took on the role of UK MD earlier this year. Leighton, previously global client services director at Waggener-Edstrom, succeeded Nick Giles.
The Text 100 team, lead by director Jonathan Brayshaw, will work alongside other Psion agencies: UK city firm Brunswick, German agency Finks & Fuchs and American shop Schwartz. Text will also work closely with Psion’s UK branding agency, FutureBrand.
“We’re now at a crucial phase of the rejuvenation of the Psion brand and we have to work with partners that are as excited by the ongoing transformation of the company as we are,’ said Psion global communications director Dave Scott. “I believe that Text 100 share our determination to make Psion great once again.”
Fishburn Hedges director Jason Nisse told The Holmes Report that Psion's need for a specialist tech agency effectively ended his agency's tenure on the business. "We enjoyed supporting Psion at a critical period of their development as they communicated the turnaround in their business fortunes and wish them well in the future."