Arun Sudhaman 18 Oct 2017 // 8:26AM GMT
SINGAPORE — NetApp has hired Text100 to lead its Asia-Pacific PR duties, as the data storage company looks to step up its brand transformation effort across the region.
Text100 has been appointed as Asia-Pacific lead agency out of Singapore, while also adding local market remits in Australia/New Zealand and Malaysia. The new business, worth an estimated $500k per year, extends to Text100's seven-year relationship with NetApp in India and displaces Asia-Pacific incumbent Weber Shandwick.
Separately, it is understood that NetApp has retained incumbent firm H+K Strategies after reviewing its PR mandate across EMEA.
In Asia-Pacific, Text100 will report to NetApp regional CMO Charles Manuel, in a bid to strengthen awareness and advocacy of NetApp’s new brand narrative across 13 Asia-Pacific markets.
“We at NetApp are eager to share our passion in how we are empowering customers to change the world with data," said Manuel. "This requires a strong understanding of the macroeconomic landscape, deep knowledge of the broader technology ecosystem and versatile story-telling — all of which Text100 demonstrated throughout the pitch process."
The new narrative sees NetApp attempt to position itself as more than just a technology hardware provider, but as 'the world’s data authority for hybrid cloud'.
"NetApp is at a pivotal stage in its lifecycle, as the company transitions from a storage leader to a data management player," added Text100 regional director Lee Nugent.