Xero unveils new global campaign ‘Your business supercharged’ via Interbrand, Hooves + The Hub

Global small business platform Xero has today announced an evolution of its brand, introducing the tagline – ‘Your business supercharged’ via global brand consultancy Interbrand. The new global brand campaign is rolling out across major channels in Australia, New Zealand, the UK, the US, South Africa, Canada, and Singapore. Australian production company Hooves produced the localised version of the campaign with Xero’s internal agency The Hub.

‘Your business supercharged’ signals Xero’s commitment to providing small businesses and their advisors with the tools, insights, and connections they need to thrive.

For the third time in the company’s history, Xero is aligning its brand promise to reflect the value it provides customers today and in the future.

Says James Kyd, executive general manager of brand and marketing at Xero: “Our platform is more powerful, personalised and automated than ever before and ‘Your business supercharged’ synthesises the overall benefit our customers have come to know and expect.

“Small business owners know what’s best for their business and accountants and bookkeepers play a pivotal role in helping realise these aspirations. ‘Your business supercharged’ reflects this while also acknowledging the role Xero plays – by providing an intuitive platform, actionable insights, and access to an expert community.

“In developing ‘Your business supercharged’, we engaged in extensive conversations with small businesses and their advisors. This feedback played a crucial role in shaping the platform, ensuring it resonates with the needs and aspirations of our customers. They expressed a strong belief that ‘Your business supercharged’ effectively captures how Xero can help them to unlock growth and achieve the freedom they desire.”

Xero partnered with Interbrand, leveraging its network across London, New York and Sydney to build a truly global positioning. Market research firm, Insights Exchange, supported through the delivery of large scale research across key geographies.

Says Sam Ashken, senior strategy director at Interbrand: “Small business owners crave control, and they want to feel that they have the specific support they need for their business. Accountants and bookkeepers want to help their clients grow. These insights are true around the world, for current and potential Xero customers alike. We are delighted to have collaborated with the Xero team around the world to develop their new global brand platform and are excited to see what’s next.”

Xero
CMO – Michael Strickman
EGM Brand & Marketing – James Kyd
VP Growth Marketing North America & Global – Amy Murphy
Head of Brand Strategy, Global – Alex Haigh
Senior Marketing Manager, North America – Patrick Razon
GM Growth Marketing, ANZ – Bianca Welch
Head of Brand & Small Business Marketing, ANZ – Jenna Collard
Senior Marketing Manager, ANZ – Deepika Lanigan, Senior Marketing Manager, ANZ – Nicky Bentley

Creative Agency – The HUB at Xero
General Manager – Fraser Clark
Creative Directors – Shane Hurt & Jake Wheeler
Senior Copywriter – Brad Donovan
Senior Art Director – Alex Downey
Art Director – Sloane Dougherty
Designer – Hannah Boekhorst
Lead Producer – Joel Walden
Producer – Erika Rozecka-Lewis
TVP Producer – Honae MacNeill

Australia:
Production Company – Hooves
Executive Producer – John Pace
Director – Gustav Sundström
Producer – Bella Millikin
Retouching – Electric Art
Music & Sound: Rumble Studios
Offline Edit – Elias Nilsson/Business Club
VFX & Compositing – ThingFX
Colourists – Crayon
Online – Mr Fox

New Zealand:
Consumer research – The Purpose Business
Casting – Catch Casting

South Africa:
Film production support – Orange Films
Photography – Melanie Cleary