Strategic communications firm Sefiani Communications Group has been appointed to handle Xero’s PR account in Australia, following a competitive pitch.

Creative-led campaigns, thought leadership platforms including Xero Small Business Insights and others will be part of Sefiani’s remit for the accounting software provider, in addition to business and technology media outreach.

Sling & Stone will continue to focus on Xero’s global product communications.

Marina Holmes, communications director at Xero Australia, said: “Sefiani impressed us with their big-picture creative thinking. Xero is growing and evolving rapidly, and we’re excited to partner with them to take our communications to a new heights.”

Sefiani managing director Justin Clark said: “We are very excited to be working with such an innovative and well-respected company as Xero Australia.

“Xero has gone from strength to strength as a trusted global leader in the online accounting and small business sector, and we look forward to working with the company as it continues to thrive.”

The account appointment for Sefiani follows its success at the 2018 PRIA Golden Target Awards, where the agency won the Business-to-Business Campaign category.