What Bite (now Archetype) does

Archetype (formerly Bite) is a global communications and brand-strategy agency serving technology companies. The firm originated in 1984 and operates as Archetype Agency LLC, following the 2019 merger of Bite and Text100 and a 2022 rebrand to the Archetype identity. The agency combines behavioral science, human instinct, and creativity to deliver strategic communications, tech storytelling, and brand-building services — positioning itself at the intersection of culture, media, and technological change. Its primary customer segment is technology companies seeking brand differentiation and narrative clarity in crowded markets.

Archetype delivers its services through a global footprint spanning North America (USA HQ region), France, Germany, Spain, and APAC (via localized blogs and a nine-language website). The firm operates a core communications-services offering alongside a sub-brand, Archetype Ascend, which provides targeted support for BIPOC founders and won Gold at The Drum Awards 2024. The business model is project- and retainer-based direct client engagement with enterprise technology buyers; pricing is not publicly disclosed. The company is privately held with no parent or disclosed institutional investors, is B-Corp certified, and maintains an active content and earned-media presence (LinkedIn, Instagram DE/ES, Spotify podcast, regional blogs, CES 2025 participation).

The firm employs 251–500 staff and has been externally validated by PRWeek (Best Places to Work 2025) and The Drum. No AI/ML capabilities, proprietary technology platforms, or software products are disclosed in the source data — the offering is service-led creative and strategic communications rather than a technology product. Revenue is not publicly disclosed, and there are no funding rounds on record.

Name

Bite (now Archetype)

Legal name

Archetype Agency LLC

Website

https://biteglobal.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

Archetype is a global communications and brand-strategy agency serving technology companies. Formed from the 2019 Bite–Text100 merger and rebranded in 2022, it delivers tech storytelling, behavioral-science-informed creative, and strategic communications via project and retainer engagements across North America, Europe, and APAC.

Ownership category

akta.pro rank

Product category

Communications & Public Relations Services

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Strategy & Identity Systems (MPAAAEAA)

akta.pro secondary industries

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB), Naming & Verbal Identity (BPAFAEAB)

Keywords

• Communications agency
• Brand storytelling
• Tech PR services
• Strategic communications
• Brand strategy consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Distribution channels1 record

Marketing channels6 records

Core offering

Archetype is a global communications agency that provides brand strategy, tech storytelling, and creative services to technology companies. The agency combines behavioral science, human instinct, and creativity to elevate brands, simplify complex technology narratives, and build authentic human connections. Beyond its core communications services, Archetype operates Archetype Ascend, a sub-brand delivering targeted communications and brand-building support for BIPOC founders.

Product overview

Archetype is a communications agency that operates as a single unified offering rather than a modular software platform. The core service is strategic communications and brand-building, combining startup agility with global agency strength across 40+ years of tech storytelling heritage. The primary offerings include Archetype Core Communications Services (brand strategy, tech storytelling, and creative services) and Archetype Ascend (a sub-brand providing targeted support for BIPOC founders). The agency positions itself at the intersection of culture, media, and technological change, using behavioral science and creativity to simplify complexity and build magnetic brands.

Differentiator

Problem solved

Functional benefit

Brands

• Archetype Ascend: Division focused on targeted support for BIPOC founders, won Gold in The Drum Awards 2024

Products and services

• Archetype Core Communications Services
• Archetype Ascend

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Edelman: Largest independent global PR firm with a dedicated technology practice serving enterprise and consumer tech clients. Overlaps Archetype's tech storytelling offering but at materially larger scale and broader vertical coverage.
• FleishmanHillard: Global PR and communications agency within the Omnicom network, with significant technology-sector practice. Comparable brand strategy and storytelling capabilities but as part of a much larger holding-company portfolio.
• Burson: Global communications agency (formed from the merger of Burson-Marsteller and Cohn & Wolfe, under WPP) with significant technology-sector capabilities. Broad incumbent competing for enterprise tech mandates across global markets.
• Weber Shandwick: Top-tier global PR and communications agency within IPG, with substantial technology sector practice. Comparable brand strategy and integrated communications services but as part of a global holding-company network.
• Ogilvy PR: Global creative and PR network within WPP, with strong technology and B2B capabilities. Competes for the same enterprise tech storytelling mandates as Archetype but with significantly broader geographic and service scale.

Direct peers

• PAN Communications: Mid-sized B2B tech PR and marketing agency serving enterprise technology clients across North America and Europe. Comparable in scale, tech vertical focus, and integrated PR/content/creative service model.
• Walker Sands: B2B tech-focused PR and marketing agency with services spanning media relations, content, and creative. Comparable in tech-vertical specialization and integrated communications offering for enterprise technology clients.
• WE Communications: Global tech-focused communications agency with a similar heritage in technology PR and storytelling for enterprise clients. Directly comparable in mission, client base (large tech companies), and service mix of PR, content, and social.
• Highwire PR: Tech-focused PR and communications agency serving enterprise software, cybersecurity, and emerging tech clients. Directly comparable in technology specialization, mid-sized scale, and B2B narrative positioning.
• Hotwire: Tech and B2B communications agency offering PR, marketing, and creative services to technology clients globally. Comparable in mid-sized, tech-specialist positioning and global footprint (offices in US, Europe, APAC).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeopen.spotify.com/show/5AWq3KOKgXoVPS7hOr5cmu?si=636c48341020464f
• LinkedInlinkedin.com/company/10429
• Instagraminstagram.com/archetype_de
• Xx.com/biteglobal
• Facebookfacebook.com/biteglobal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bite (now Archetype)