Text100 will not be repitching for the global public relations brief that it has held with IBM for the past 17 years, opening up a significant new opportunity for fellow PR agencies.
IBM is now reviewing its 15 million USD global PR contract, creating a potentially lucrative opening for interested parties.
“Text100's decision to depart from the IBM global PR contract opens up a potentially lucrative opportunity for other PR agencies.“
Text100 and Ketchum have held the brief since 2001, but it looks as though a greater number of agencies could be in line to benefit from the opportunities opened up by their imminent departure.
Speaking to the Holmes Report, Ray Day, who has been chief communications officer at IBM since December 2017, explained he would be interested in awarding the PR contract to "a collection of agencies", as he looks to develop a more integrated approach between IBM's in-house marketers and external agencies.
In a blog post discussing the firm's departure from IBM, Text100 chief executive officer Aedhmar Hayes said the agency was "proud to have played a small part in its history".
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