LONDON — Brands2Life has won global small business and accounting platform Xero’s six-figure UK account after a competitive pitch.

The agency will be responsible for running the cloud-based software firm’s UK press office and developing campaigns aimed at small businesses, accountants and bookkeepers. The account was previously held by The Academy.

Since launching in New Zealand in 2006, Xero has grown to more than 2.7 million subscribers globally. Over the past year, it grew its subscriber base by 20%, with full year 2021 revenues of NZD $848.8 million.

Brands2Life’s business and technology MD André Labadie said: “We’ve admired Xero for a long, long time. Since the early days when it completely disrupted the accounting software market, both its brand and its commitment to helping small businesses succeed have really stood out.

“After what’s been a bruising 18 months for many UK small businesses, there’s a huge opportunity to shine a light on the challenges they’re facing and to tell positive stories about how, powered by technology and hand in hand with their accountant partners, the sector’s rebuilding with resilience.”

Xero director of communications Adam Keal said: “We saw some impressive pitches from a number of agencies, but Brands2Life’s stood out from the field. Small businesses and accountants are absolutely core to the post-pandemic recovery, and we’ll be backing them every step of the way. The Brands2Life team clearly marries deep knowledge of the space with a focus on results and we’re really excited to get going on some major campaigns that will further set Xero apart from the pack.”