Underwired chiefs secure buyout

The bosses of eCRM specialist Underwired have sealed a management buyout of the agency from parent company Hasgrove as part of major expansion plans.
Co-founded by Felix Velarde (pictured) and Jason Holland, Underwired’s clients include ASICS, Sony, Harveys Furniture, Bupa, Hodder & Stoughton, Eurocamp & Keycamp Holidays and AAR.
Amaze and Underwired will continue to share offices in Dean Street, London.
Velarde claims the agency is “the UK’s leading eCRM and digital strategy specialist”.
He added: “Underwired had a spectacularly good year in 2011, increasing turnover by 37% compared to 2010 with some fantastic wins including Sony, Harveys and Bupa.”
Its plans include increasing the number of agency and technology partnerships, to give clients smarter customer engagement programmes. It has also developed a new strategic consultancy around contextualising social CRM, and, following the MBO, the team is to invest heavily in this and other areas over the next 12 months.
“We have a very smart team which we are in the process of expanding and with a number of significant wins already I believe 2012 will be another fantastic year,” Velarde added.

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