Advertising agency Deutsch has secured Rippling’s global media account, taking responsibility for paid media strategy, planning and buying as the workforce management technology company seeks to strengthen its international brand.
The appointment will also see Deutsch manage custom audience strategy and ongoing analytics while working with Rippling on integrated marketing campaigns. Convergence estimates the company’s digital media spending at about $15 million.
Rippling operates an artificial intelligence-powered workforce management platform that brings human resources, information technology, finance and payroll functions together within a single system.
Brandspur Brand News reports that the partnership comes as Rippling seeks to position itself as a global enterprise brand and expand awareness of its technology among businesses managing increasingly complex workforces.
Work has already begun on a national video campaign expected to run across linear television, connected television and major sports programming. Rippling is also targeting international markets including the United Kingdom, Ireland and Singapore.
Rippling Vice President of Growth Marketing Neel Murthy said the company selected Deutsch as it enters a new phase of growth and looks to communicate more clearly how its platform is changing workforce management in the artificial intelligence era.
For Deutsch, the mandate extends beyond buying advertising space. The agency will be expected to use audience targeting, campaign distribution and performance analytics to support Rippling’s efforts to build a more recognisable global brand.
Deutsch Chief Media Officer Lauren Tetuan said the agency was joining Rippling at an important point in the technology company’s development, with its work focused on accelerating growth and establishing a durable brand.
The account adds Rippling to Deutsch’s existing portfolio of brand relationships, which includes Taco Bell, Dr Pepper, Snapple and car-sharing marketplace Turo.
The appointment also reflects the increasing importance of integrated media strategies for enterprise technology companies competing for customers across multiple international markets, particularly as artificial intelligence reshapes the way workplace software is developed and marketed.
