PeopleSoft marketing director Jennifer Griffin, who joined in February, said the company historically services large enterprises, but JD Edwards has allowed it to reach into a mid-market client base, targeting firms with annual turnover of £250m and above.
She added PeopleSoft has also evolved from its heritage in human resources software, and is a growing provider of software for disciplines such as financial services, CRM, manufacturing and supply chain management.
‘The agency will focus on making people aware of the breadth of experience and product set that PeopleSoft now offers,’ said Griffin.
Brands2Life, which won the six-figure account in a five-way pitch, has a brief that covers branding and messaging through business, national and trade media as well as lining up speaking engagements for PeopleSoft’s upper management.
Griffin said that following the merger, which saw JD Edwards chief Crosbie Burns appointed as PeopleSoft V-P and managing director, it will look to step up the profile of the new management team.
Incumbent agency Insight Marketing & Communications, which worked on the account since PeopleSoft launched in the UK ten years ago, declined to repitch.
Brands2Life will report to Griffin and UK PR manager Rachel Harnden, who joined PeopleSoft in June.