Cloud accounting company Xero has selected agency Argonaut to run its first major global brand campaign, beating out a field of other agencies that pitched for the business.

The project marks Xero’s biggest US marketing push yet and will also roll out in the UK, Australia, New Zealand, South Africa, Malaysia, Ireland, and Singapore. Xero, which is headquartered in New Zealand and listed on the Australian Securities Exchange, disclosed advertising and marketing spend of roughly $217 million for its 2026 fiscal year, up from about $181 million the year before.

The campaign is meant to give Xero a distinct look and voice as it pushes into North America under CEO Sukhinder Singh Cassidy’s “Win the 3×3” strategy an effort to lead in accounting, payroll, and payments across Australia, New Zealand, the UK, and now North America.

That strategy has already fueled acquisitions, including last year’s $2.5 billion purchase of New York-based bill-payment company Melio, positioning Xero as a more direct rival to QuickBooks.

At this week’s Xerocon US conference, the company unveiled new tools built around that same goal of unifying financial workflows: Xero Payroll, Xero Bill Payments, Melio Expense Management, a Melio API, and an AI client-manager tool for accountants called Casper.

Argonaut’s research with Xero surfaced a simple insight: business owners tend to enjoy running their companies but dread the bookkeeping side. The creative team built the campaign around flipping that perception recasting financial management as something entrepreneurs can care about as much as any other part of the business they built. That thinking became the tagline “Love Changes Everything,” with stories drawn from real small businesses.

To adapt the campaign across eight markets and multiple languages, Argonaut and production partner ArtClass (with post house Overture) used AI tools to generate roughly 600 localized assets in eight weeks adjusting details like accents, storefronts, and product references by region rather than using one global cut.

Xero’s global head of creative, Shahin Edalati, called the localized, AI-assisted approach one that wouldn’t have been feasible on this budget and timeline a few years ago.

Argonaut founder and CCO Hunter Hindman said the technology expanded what the creative team could attempt, while the ideas and judgment behind the work stayed human-driven.

No budget figure for the new campaign has been made public. Planned channels include YouTube, Reddit, linear TV, and Amazon.