Button takes top Underwired role

Former HMV group head of CRM Matt Button has joined digital and social media specialist agency Underwired, to lead its marketing strategy team.
Underwired, whose clients include Sony, ASICS, and Holidaybreak, has been on a major expansion drive since completing an MBO from Amaze in March.
This has seen former Links of London managing director Gareth Morris, and former Meteorite director Nick Elsom, join the agency.
Button left HMV in February, after three and a half years. During his time he was instrumental in the roll out of PureHMV, the company’s insight and loyalty programme, which generated over 2 million fee-paying members. He was also responsible for developing the loyalty programme for Waterstones.
Button started his career in 1987 at Video Arts, moving to KLM in 1990 as marketing communications manager, where he launched the airline’s frequent flyer programme. In 1997, Button joined Lexus GB as head of CRM and database marketing. He pioneered the luxury car marque’s use of digital for acquisition and brand building, working closely with Partners Andrews Aldridge.
Button said: “Having already experienced the pressures and complexities of working client-side, I aim to use this experience to add value and impact to all the work we do for ambitious and forward-thinking brands such as Sony Network Entertainment and Bupa.”
Underwired managing director Felix Velarde added: “Matt is one of the great heavyweight CRM clients, and it’s great that he has joined our team to help us offer clients exactly what they need.
“Underwired’s position as thought leaders in CRM and digital strategy, and our ability to deliver measurably effective campaigns, has been growing stronger. We’ve spent the last year developing our forward strategy, and Matt is one of the final pieces of the jigsaw. We now have all the right people to capitalise on last year’s 37% revenue growth and take this trajectory on into the next three years of growth.”

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