LONDON — Mobile device giant Brightstar has consolidated its marketing and communications duties with Text100, as the company steps up its global brand-building plans.

Brightstar, a $12bn mobile device distributor that is owned by Softbank, selected Text100 after previously working with a number of agencies across its marketing and communications portfolio. The agency review follows the arrival of telecoms veteran Emer Timmons last year to lead Brightstar's global marketing as CMO.

Text100 is tasked with driving Brightstar’s global marketing programme globally, working across brand and marketing strategy, campaign management, internal communications, public and analyst relations, social media and creative.  

"We selected Text100 because of its experience in delivering stand-out, creative and impactful work," said Timmons. "In the time we’ve worked together, I’ve already been thoroughly impressed and look forward to what we can achieve together in the coming months."

The assignment follows Text100's integration of brand and content marketing capabilities from the acquisitions of London firms IncrediBull and Republic Publishing.