Kitewheel partners with Tokyo-based Superdrive for Asia expansion

Kitewheel, a US company specialising in the consumer journey, has partnered with data marketing company Superdrive as it looks to develop its business in Asia-Pacific. 

Superdrive, which has a presence in Singapore as well as Japan, will act as Kitewheel’s implementation and sales partner in the region. Sam Cassels, Superdrive’s founder and chief executive, said the agreement meant “better access to real-time data and insights” that enable personalised, context-based marketing.

Cassels said the partnership was non-financial and derived from a successful collaboration on a project for an undisclosed global consumer packaged goods client in Japan over the past year. The work involved real-time customer journey orchestration for a new product portfolio.

Cassels did not give details of specific clients that would benefit from the partnership, but said it had implications for “any major companies who now compete based on delivering great experience to customers”. He said Kitewheel works with clients in the financial services, retail and travel sectors.

Asked why Kitewheel was now looking at Japan for growth, Mark Smith, president, said simply that he was looking to grow in areas beyond the US and Europe with the support of partner networks.

“Our solution is applicable to any organisation looking to improve how they engage with their customers,” he said. “But we find that right now it is the largest and most mature of brands who are moving on these initiatives.”