LONDON — SAS, the global analytics software giant, has expanded its brief for its UK & Ireland agency, Lewis, into the Nordics.

Lewis will work with its Stockholm-based Nordic partner, Cloudberry, on brand awareness for SAS in Sweden, Denmark and Norway. The UK team will provide an international hub to manage and coordinate activity in the Nordics, as well as social media management for Twitter, LinkedIn and Facebook channels in the region.

SAS has worked with Lewis for six years in the UK & Ireland, and the agency has pioneered a number of new approaches in how SAS communicates, including the integration of earned, owned, paid and shared media; using influencers to drive brand awareness; alignment to sales and marketing strategies; and measuring business impact and pipeline contribution. Under the new brief, SAS will expand these approaches into the Nordics.

Per Hyldborg, SAS head of content marketing and communications for UKI & Nordics, said: “We have seen over the years that Lewis drives outstanding results and impact for our business in the UK by linking awareness to lead generation. We wanted to replicate that in other markets and have chosen the Nordics as our next deployment of the model. We are excited to be able to take their leadership and best practices into the Nordic Region to help drive our brand awareness.”

Lewis senior vice president for EMEA, Giles Peddy, said: “We have built a great partnership with SAS UKI over the last six years, driving its reputation as a leader in analytics. The opportunity to take our best practice approaches and methodologies into the Nordics is vindication of our thinking and ability to execute.”