Lattice Semiconductor appoints Text 100 as media agency in China

Text 100 previously worked for the client on a project basis.

"Text 100 impressed us with their understanding of the media, their relationships with editors, their attention to detail and their client service," said Brian Kiernan, corporate communications manager of Lattice. "Asia is an important market for Lattice, and we look forward to a successful relationship with Text 100."

Lattice has dedicated direct sales and technical support resources across China, Japan, Korea, Taiwan and India, as well as a comprehensive distributor network. In addition, Lattice is the only programmable logic company with a research and development center in China.

Considered a strong programmable logic player in Asia-Pacific, Lattice focuses on markets where its differentiation in high-value, low-power design solutions is recognized by customers in the communications, computer, consumer, industrial, automotive, medical and military end markets.

"We know the traditional and digital communications influencers, and the issues Lattice's customers respond to," T.T. Yang (pictured), managing director, Text 100 China, said. "We have the right talents in place in Shanghai, Beijing and Tokyo, who are strategic and creative and know how to make Lattice heard in a competitive, noisy communications environment."

The Lattice win puts another semiconductor company in Text 100's Asia Pacific portfolio. The agency currently represents NXP, SanDisk and Anadigics.