Global CRM challenger brand SugarCRM appoints Jaywing for regional brand and digital brief

Sugar CRM Mavericks campaign pic.jpgGlobal CRM challenger brand SugarCRM has appointed Jaywing to lead its continued expansion into the APAC and Japanese markets.

SugarCRM, the company that enables businesses to create customer relationships with the most empowering, adaptable and affordable CRM solution on the market, has tasked Jaywing with taking the brand into local markets in a fresh and dynamic way.
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.

The Australian and New Zealand 'Mavericks' campaign created by Jaywing launched recently and includes an ebook that sets out Sugar's position as a disruptive influencer in the CRM market, offering customisable, future facing solutions. Following early success with the campaign in ANZ, Jaywing's retained engagement has also now been expanded to roll it out in the UK, Germany, France, Spain, Benelux countries and Scandinavia.

Jaywing launched in Australia in March this year and is managing the SugarCRM account from its Sydney office. Its other clients include Wedgwood, Amber Tiles and Credit Card Compare.

Says Veronica Mikhail, senior director, APAC and Japan marketing, SugarCRM: "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."

Says Tom Geekie, managing director, Jaywing: "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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