GMC Software appoints Spark Communications to expand influence past print

GMC Software, a customer communications management tool, has appointed Spark Communications as its UK PR agency, with the objective of engaging audiences beyond the print industry.

Spark won the account following a three-month trial period focused on the insurance industry, during which it had to demonstrate its ability to create content including opinion pieces and research projects.

The agency delivered coverage to targeted insurance and technology titles using this content.

Magali Germain, senior director of field marketing EMEA at GMC Software, said: “Our main aim was to spread awareness beyond the existing print press. Spark’s ideas, its energy and ability to engage with key press for the insurance audience made the final choice obvious.

“Since the initial period, Spark has broadened its reach to include financial, technology and marketing audiences and has demonstrated exactly the same levels of creativity, dedication and success. We are looking forward to Spark building our influence even further.”

Ana Williams, director at Spark, said: “Digital transformation is revolutionising both the way organisations communicate with their customers, and customers’ expectations of that experience.

“From claiming on motor insurance, to checking your bank balance, customers demand the exact same experience whether they’re visiting in person, over the phone, or on an app. Working with a company at the forefront of ensuring businesses can provide that single, consistent experience over any channel is a challenge we’re more than relishing.”