Wildfire has been appointed by Serve First to lead its UK communications programme. The mandate covers the artificial intelligence-focused operational excellence platform's communications work in the UK.
Serve First sells software and advisory services designed to help organisations improve customer experience and business operations. Its platform analyses customer feedback and turns it into immediate insights, while its broader offer includes customer experience and operational audits.
The account will include media and influencer relations, executive profiling, thought leadership, content creation, and creative campaigns and activations. The brief also includes raising the profile of Founder and Chief Executive Officer Erol Ayvaz.
The appointment adds another business-to-business technology client to Wildfire's roster. The agency has worked on campaigns for companies including SAP, Optimizely, Fixtuur, Magnolia CMS, Contentsquare, and Fullstory.
Growth push
For Serve First, the hire comes as it seeks greater visibility in the UK market during what management describes as its next stage of growth. The company positions itself at the intersection of artificial intelligence, customer experience, and operational improvement, a crowded area where software groups are competing to distinguish their products and leadership teams.
Serve First says its software is designed to help businesses spot service issues, identify opportunities for improvement, and support compliance work. It operates in a market where companies are increasingly trying to turn large volumes of customer commentary and operational data into actions that front-line teams and managers can use.
Wildfire's remit also reflects a broader pattern in the technology sector, where communications programmes often extend beyond media outreach to focus on executive visibility and thought-led content. Agencies working with software and data businesses are increasingly being tasked with helping founders and senior executives establish a public voice on issues such as artificial intelligence, automation, and customer engagement.
Chris King outlined Wildfire's view of the new client relationship in comments on the appointment. "Brands built around creating great customer experiences naturally lend themselves to creative communications. From our very first conversation with Serve First, it was clear they weren't interested in following the crowd. Erol's own experiences in the CX industry showed him there was a better way of doing things, so he went out and built it. Working with founders who challenge established categories and create something genuinely new always makes for the most compelling content, campaigns, and PR stories," said King.
Sector focus
The deal also underlines Wildfire's focus on business technology accounts, particularly in software categories linked to marketing technology, customer experience, and digital operations. Agencies in that segment have benefited from demand among mid-sized and fast-growing software companies for specialist communications support rather than broader consumer-focused public relations work.
For Serve First, the emphasis on customer feedback analysis reflects a wider shift in how companies approach customer experience management. Rather than relying solely on periodic surveys or manual review, businesses are increasingly adopting software that can process feedback continuously and flag areas requiring attention across service, operations, and compliance.
The company says this approach can help organisations improve service quality and equip teams with information they can act on quickly. In practice, that means combining software analysis with audit work to identify where processes or customer interactions may be falling short.
Justis Saayman, Head of Marketing at Serve First, said the agency was chosen for its understanding of the company's market and communications approach. "As we enter our next stage of growth, it was important to find a partner that not only understands our market, but also sees the creative opportunity within it. Wildfire quickly understood what makes Serve First different and shared our ambition to tell that story in a way that challenges expectations. We're looking forward to creating work together that gets people talking," said Saayman.
The appointment gives Wildfire another client in a market where artificial intelligence messaging, customer experience claims, and operational improvement themes often overlap, leaving agencies and in-house marketing teams to find clearer ways to explain what a business does and how it differs from rivals.
Serve First's brief suggests it wants to sharpen that message in the UK while giving Ayvaz a more prominent role in industry debates around customer experience and artificial intelligence.