SAN FRANCISCO — Semiconductor company Marvell Technology Group has hired Text100 as its global PR agency of record amid considerable expansion at the US company.

Text100 will provide a range of services — communications strategy, media relations, content creation and social media — aimed at driving business across North America, Europe and Asia, the agency said. The firm will also enlist Next15 sister agency Publitek for technical content creation.

“We are heavily investing in content creation to engage existing and new customers at every step of the buyer’s journey,” said Sanders Arts, Marvell’s interim global marketing head. “Our goal is to deepen customer engagement and increase customer count, and Text100 and Publitek bring deep understanding of the industry and technical audiences as well as the global footprint and integrated capabilities that can scale with our needs.”

Text100 takes on Marvell’s PR at a seminal, and possibly particularly lucrative, time for the company, which has grown into a powerhouse in the semiconductor industry since its founding 22 years ago. Marvell recently announced a deal with Cavium, also a semiconductor company, to merge operations. If approved, the merger could save $150m to $175m a year in operating expenses while promoting growth, leaders said.

Marvell’s work encompasses solutions for digital storage, network and connectivity. The company’s semiconductor offerings are used across the enterprise, cloud and automotive industries, as well as consumer markets.