Sugar turns 20, launches Social Sugar, welcomes Xero

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On the eve of its 20th anniversary as a leading NZ indie, Sugar&Partners has unveiled a new division – Social Sugar, an independent social media consultancy and think-tank with foundation clients Hubbards, NZ Rugby, Red Seal, the South Australian Tourism Commission, and new client Xero.

To validate the new offer, in its first week of operation Social Sugar landed Xero as a new client, working with the Global Comms Team. “Great to have some early runs on the board with such a great fast-moving client in Xero,” Sugar creative partner David Nash told M+AD.

“Social Sugar is a fully independent offering that clients can engage with for pure social media business strategy, through to short-term in-house team training or full end-to-end campaign and creative delivery,” he said.

“Over the past five years we’ve seen a real need for clear strategic thinking focused in the social space to help clients cut through the techno-babble and foster meaningful communities,” he said.

“Many practitioners are just producing traditional campaigns and running them on Facebook. We’ve developed a proven process that allows everyone to ‘think social’ from the outset through to final execution with clearly articulated success measures.

“Social Sugar is a grown-up social partner to help C-suite marketers, PR and comms executives fully realise their brands’ social influence.”

The new entity will be led by Nash, and supported by Zoe Virtue (former global social team at Air New Zealand and NZTE) plus a full stills and video content studio.

“Social Sugar has been in gestation for about five years,” said group managing partner Jeremy Johnston.

“We have fantastic client partners who have allowed us to implement social thinking based on human truth and clearly articulated commercial objectives as the glue – not some cynical notion of content.”

M+AD ed David Gapes said: “Happy 20th, Sugar. “Two decades is no small feat in the rocky advertising landscape.”

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