LONDON — Technology PR specialist Wildfire has been appointed by customer engagement platform Emarsys as its lead global agency, with a specific focus on brand awareness in the UK and the US.

Wildfire has been tasked with amplifying new corporate messaging throughout the UK and the US to engage the marketing, retail, business and national media. The agency will also lead on central strategy and content for Emarsys partners across Europe and Asia: the firm currently works with Lewis in Australia and France, and is about to appoint a new agency in Germany.

Emarsys works with 2,500 companies around the world to provide omnichannel customer engagement platforms, including global brands and retailers such as Samsonite, ghd, Charlotte Tilbury, Reiss, PrettyLittleThing, Kurt Geiger and Puma.

CMO Sara Richter, who joined the firm in October last year, said: “When I first joined Emarsys, I soon realised that our brand awareness was not where it should be for a company of our size and maturity in the omnichannel marketing tech industry.

“PR is critical to raising that awareness and establishing our position as a leader in a crowded market. Therefore, one of my first moves has been to appoint Wildfire as our PR agency for the UK and the US. I have worked with Wildfire for many years in previous companies and I know I can rely on the team to think creatively and deliver a bold programme that gets results.”

Wildfire managing director Debby Penton, who last month led the independent firm through an MBO, told PRovoke: “I’ve known Sara for a long time and Emarsys are a bit of an unknown, but they have a lot of ambition and some amazing B2C customers. As well as market recognition, we’ll be supporting them with demand generation through content on all their channels. We’ll be putting the fundamentals in place before doing more creative campaign work.” 

The incumbent agency was Brands2Life, which had worked with the martech firm for four years and did not pitch. Brands2Life co-founder Giles Fraser told PRovoke: “We had four great years working with them so we wish them well with their new agency relationship.”