EXCLUSIVE: Global & APAC heads on Bite merger with Text100

"At some levels, I think that Bite in the last number of years has had its ups and downs, but one thing you can reflect on is that Bite Asia ahs been an incredibly strong brand," she said. "Any challenges it’s faced internationally are not reflected here."

The merger should be viewed, she said, as the marriage of two strong brands rather than a reaction to the challenges Bite has faced elsewhere. "Having our resources integrated, we create considerable scale across our business, and that is an important aspect of being seen as competitive in this market," Hynes said.

The combined entity in Asia-Pacific is expected to contribute 30 per cent of Text100’s global revenues, she added.

However, Tim Dyson, CEO of parent company Next Fifteen recentlytold PRWeek's Daniel Farey-Jones that Bite has "struggled to be a global agency" and needed to carve out a different reason for its existence.