Global customer relationship management (CRM) brand SugarCRM has consolidated its digital marketing and creative duties and appointed Jaywing Australia to manage its business in key markets around the world, following a multi-agency competitive pitch.
Jaywing Australia previously managed paid search and creative for SugarCRM in APAC, leading to Jaywing in the UK managing paid search in EMEA.
The combined global pitch, led by Jaywing Australia, has seen a significant expansion of Jaywing’s role with the US-headquartered business, adding digital marketing, PR, data, brand and creative services across Asia Pacific, Europe, Middle East and Africa, North America and Latin America.
SugarCRM is the leading CRM challenger brand, enabling businesses to manage and develop customer relationships with an adaptable and affordable CRM solution.
Jaywing won the business following a pitch that included both US and global agencies.
SugarCRM vice president corporate marketing Veronica Mikhail said, “The team at Jaywing not only demonstrated a clear understanding of our business and customers, they presented a unique offer with a united global front that answered then went beyond the brief.
“I’m delighted Jaywing will help us to drive our unified global challenger approach to market, capitalising on their work to date in Asia Pacific and EMEA, all of which has led to strong commercial results.
“We were seriously impressed with the level of data-driven insight offered by Jaywing’s Whisper product, revealing Sugar’s and others’ place in and influence on the CRM conversation, and how this will be applied right across clever creative design, execution and performance marketing.
“The team’s ability to knit together a cohesive customer journey across all touch-points with robust testing of innovative and traditional approaches in multiple languages, will bring brand, data and performance consistently together to drive leads and push conversion.”
Jaywing Australia managing director Tom Geekie said, “Since starting work with SugarCRM a year ago, our partnership has gone from strength to strength.
“We’ve added leading-edge technology to our people- and relationship-centric approach, expanding our paid media services into new territories and they have now put their trust in us to help grow their share in some of the most competitive global markets.
“Winning a global pitch with a truly integrated, multi-territory approach shows exactly why we operate as we do at Jaywing.
“Initiall,y we brought specialist talent and software to a specific brief and now we’re been able to showcase our broader skills in a collaborative effort that is far more than a wider set of services.
“It demonstrates global reach that is designed to help marketers tackle wide-ranging challenges through bringing together data and creative, an everything in between.”
Jaywing will manage SugarCRM’s account from North Sydney and its UK offices.
Jaywing Australia has a track-record of winning and running both global and challenger brand accounts, such as Wedgwood and Credit Card Compare.
Jaywing recently expanded its presence and capabilities in Australia with the purchase of Frank Digital, which works with clients including Merivale, Bauer Media, City of Sydney and CanTeen.