Sircel has appointed independent PR and creative agency Keep Left to develop an integrated go-to-market strategy as the Australian-owned green technology company looks to tackle the rapidly growing global e-waste crisis.

Currently, 80% of e-waste produced ends up in landfill and does not get recycled. Sircel's recycling process deals with every commodity created by e-waste in an environmentally friendly way, giving it a second life.

Keep Left's remit will see the agency develop a refreshed brand positioning and communications strategy. Work has already commenced in audience research, with Keep Left crafting a comprehensive understanding of Sircel's target market and how to reach it. Following the completion of the strategy work, Keep Left will build out a cross-channel go-to-market strategy.

"With a proven track record in collaborating with technology-driven and socially-conscious brands, Keep Left stood out as the perfect partner for Sircel. The agency is helping us raise awareness for the critical and time-sensitive nature of the global e-waste crisis while conveying Sircel's market-leading capability, firmly grounded in environmental, social, and governance principles," said Sircel Consulting Marketing Director, Angie Bradbury.

Sircel joins Keep Left’s portfolio of socially and environmentally conscious brands including Guide Dogs Australia, Baptist World Aid, and Sharing Stories Foundation.

"The e-waste space is coming sharp into focus as one of the major environmental issues of our time. Resources are finite and we can’t keep doing what we’ve been doing and dumping so much e-waste into landfill. Sircel is leading the industry and solving a huge problem by bringing end-of-life technology back to life. They have an important story to tell, and we’re delighted to join forces with them to tackle the e-waste problem, head on," said Keep Left Strategy Director, Laura Agricola.