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Underwired makes new appointment

Underwired makes new appointment

Specialist digital and eCRM agency, Underwired, has announced the appointment of a new Planning Director, Peter Anderson. The announcement follows Underwired’s recent decision to expand their eCRM offering.

Anderson started his career on the client side, going on to develop an agency-side career in planning, working with agencies such as Saatchi & Saatchi, WDMP, EHS Brann and His clients have included the likes of Procter & Gamble, Toyota, British Airways and Coca Cola.

Felix Velarde, Managing Director of Underwired, commented, “It is not every day you find individuals like Peter, who have such a strong planning background coupled with digital and eCRM experience. Given the fast growth of Underwired’s business, we need a planning director with a strong commercial understanding, who fully grasps the strategic and creative needs of our clients. Peter has all these qualities and we are certain he is going to make an excellent contribution to the agency.”

Anderson commented, "I feel passionately that digital agencies will increasingly be critical to marketing strategy, and those agencies with a strong understanding of how data and relationship marketing can be integrated with digital channels will have a significant advantage. I look forward to building on the success of Underwired as a core part of their team.”

- Ends -

Notes to Editor:

Underwired is one of the UK’s leading independent digital agencies, working with companies to deliver world-class eCRM programmes, online advertising and marketing campaigns. Underwired are specialists in managing and creating strategies that produce brilliant results. They are proud to boast a consistent 26:1 ratio on their biggest eCRM campaigns, demonstrating a real return on investment for their clients.

The agency creates hard-hitting and creative online advertising campaigns for heavyweight brands such as Peugeot, Virgin Holidays and Nickelodeon. They have specific experience of consumer brands of all kinds - from cars, to noodles, to travel - as well as extensive experience in B2B and the not-for-profit sectors.

Underwired’s unrivalled passion and talent has resulted in a plethora of industry awards, including BIMA’s Best Use of eCRM and six DMA Gold Awards (Virgin Holidays and Logitech).

Established in 1996, the agency is headed up by Felix Velarde, Managing Director, and Jason Holland, Creative Director – a business partnership of thirteen years. Felix is one of the digital sector’s true innovators, having set up one of the UK’s first digital agencies. He is a Fellow of the RSA and the IDM. Jason is an industry leading light and has won a cupboard full of major design, advertising and interactive awards, including a Cannes Cyber Lion for his personal website.

Underwired is a carbon neutral company.

For more information, case studies and screen grabs, please visit and

For further information please contact:

Naomi Stern
01732 779 087


Victoria Usher
01732 779 087

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