Following the merger between Bite and Text100 last year, both agencies have launched a newly combined global firm called Archetype. This marketing and communications agency, aims to "reimagine" the current global agency model and create a marketing and communications organisation supported by client standards worldwide.Lee Nugent (pictured), regional director APAC, Archetype said that this new firm builds on the decades of client experience both Text100 and Bite have gained while driving campaigns around the globe.“We believe that big ideas and the fine details matter equally. Clients demand market-leading consultancy, powerful creative and high-quality execution. Not one or two of these things, but all three. And clients want access to the right talent, at the right time, at every level, with consistent standards applied globally, no matter where we operate. This is what Archetype does, and what we will deliver," she said."We know our success is rooted in the success of our clients and that drives us every day. I’m hugely excited by the launch of our new agency and look forward to showcasing more right across the APAC region in the coming weeks and months," Lee added.Marketing has reached out to Archetype for additional information. Last year, Text100 promoted Mabel Chiang to the role of managing consultant for Singapore. She takes over from Marc Ha, who has been appointed managing director, client strategy and business development, APAC.She also reports to Yeow Mei Ling, who becomes managing director, Southeast Asia overseeing the agency’s operations in the SEA region. Following the move, Chiang will be tasked with the growth of Text100 in Singapore, and also retain the agency’s focus on client satisfaction and employee retention.
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