Global CRM challenger brand SugarCRM has announced it has appointed digital marketing player Jaywing to lead its continued expansion into the Asia-Pacific (APAC) and Japanese markets.
Jaywing’s brief is to play to Sugar’s strengths as an agile CRM vendor with an easy-to-use interface and industry-leading customer experience.
The work encompasses brand positioning, creative, content, landing pages, PPC, social advertising, display and SEO.
Following the early success of SugarCRM’s recently-launched ‘Mavericks’ campaign in Australia and New Zealand (see above picture), which was created by Jaywing, it will now roll out in the UK, Germany, France, Spain, Benelux countries and Scandinavia.
Veronica Mikhail, senior director of marketing for the APAC and Japan at SugarCRM, said: “From the moment I met Jaywing, I knew there was a meeting of minds.
“As we do, they also offer a sophisticated product with a straightforward approach to delivering it. The team is top quality.
“They’re hugely responsive, professional and great fun to work with. In a very short space of time, we had creative work we love and a campaign strategy focused on driving results, encompassing channels we hadn’t previously exploited.
“The results have been delivering ahead of target right from the start. Jaywing’s integrated, customer-centric approach to campaign design resonates with what we advocate ourselves, and we look forward to our continued relationship.”
Tom Geekie, managing director of Jaywing, said: “There’s nothing more exciting than a client with a clear vision, ambition and desire to get things done.
“It’s clear that there is a reason Sugar receives the highest Net Promoter Score of all major CRM vendors, and it’s a joy to work with a market-challenging product and brand.
“The campaign is a product of collaborative work across Jaywing, combining a range of our services in a truly joined-up way.”
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