Leading on Remote Working Discourse, the Wrike way



In the fast growing and highly competitive digital collaboration space, Wrike had a global presence – but when they opened an Australian office in late 2018, the local team realised it lacked the brand awareness to support its sales efforts. They came to marketing strategy agency, Hotwire, for help.


We devised a brand strategy which leveraged Wrike’s pipeline of corporate and product announcements with proactive efforts to position its new ANZ MD as a thought leader on core work topics. The program swiftly evolved with COVID-19 started, to gain Wrike new relevance as a remote collaboration tool. So, we recommended Wrike commission research studies to get a pulse check on Australians’ changing opinions and mindsets on remote working; positioning them as leaders in productivity in this new reality.


We ensured Wrike’s study was the first of its kind available to local journalists by turning around the research and outreach in under two weeks. The brand storytelling then positioned Wrike’s MD for ANZ as a local thought leader on productivity, and the brand as a commentator on broader workplace trends.
This report was the first of its kind, delivering 134+ articles for the client in six months. This research was then given a human face, with the local MD speaking to leading news publications on productivity and future workplace trends.


Overall, this brand activation generated national and tier one media engagement, generating 134 articles in a six month period, including unique stories in The Australian, news.com.au, and The Australian Financial Review.

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