Brands2Life is charged with raising the firm’s UK profile ahead of its mooted IPO later this year. NetSuite also hopes to raise the profile of CEO Zach Nelson against rival CEOs at competitors such as SAP.
NetSuite, which according to Deloitte was last year’s fastest-growing US software company, has worked with Brands2Life director Chris Cartwright on past projects.
It handed the account, which had been held by Kaizo for three years, to Brands2Life without a pitch.
Cartwright heads the account, reporting to NetSuite V-P of corporate comms Mei Li. ‘They [Brands2Life] genuinely know our business and what we are trying to achieve,’ said Li.
NetSuite is seen as a promising firm, claiming Hottest Overseas Tech Prospect of the Year at the 2006 Technology Innovation & Growth Awards.
It is looking to increase its profile via an IPO to which Nelson referred in an interview as ‘a marketing event to increase visibility and credibility’. It hopes to top the $1bn valuation of rival Salesforce.com.
The firm is currently looking at moving into China through links with channel partners, having set up its first wholly-owned subsidiary in Japan in May this year.
Cartwright is a former corporate practice director at Bite Communications. He joined Brands2Life just over two years ago (PRWeek, 28 May 2004).