Text 100, Bite merge to form Archetype, billed as the new global PR consultancy model

The season of PR mergers and consolidation globally continues. Last September, Bite and Text 100 announced their merger. Now the two merged firms have been named Archetype, riffing on what CEO, Helena Maus says, the concept of the next generation of global agencies, "Built for the world we live in today – where marketing and communications have converged, where every company is a technology company, and where global means finely tuned to individual markets." 

Maus, adds in a blog post that, "We’ve structured every facet of what we do to embody this idea– one in which each office around the world is a pioneer in its local market, but supported by consistent client standards. To us, this means access to talent at every level, every day; work that weighs the big picture and the fine details equally."

Lee Nugent, regional director APAC, Archetype, says, "Clients demand market-leading consultancy, powerful creative and high-quality execution. Not one or two of these things, but all three."

The firm is silent on how precisely the model will differ from other IMC firms globally and in India.