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News: Hotwire acquires McDonald Butler Associates, strengthening position as leading tech communications consultancy

Global tech communications consultancy, Hotwire, has announced that it has acquired McDonald Butler Associates (MBA) – a strategic B2B sales and marketing agency specialising in the technology industry.

Together, Hotwire’s award-winning communications expertise and MBA’s specific sales and marketing expertise will support CMOs with both near-term sales results and long-term brand building. Synergies between the two firms include a strong tech customer base and a heavy investment in insights, strategy, and creative teams to drive integrated communications programmes. In addition to this, the companies also share a number of clients, including Adobe, Citrix and Dell Technologies.

Barbara Bates, Hotwire global CEO, said: “Tech CMOs are under pressure to deliver immediate results today and continue building the brand for the future.

“By adding MBA’s extensive account-based marketing (ABM) and channel marketing experience, Hotwire will deliver a new level of communications programmes designed to build brand reputation, strengthen stakeholder relationships and deliver revenue growth.”

This investment will provide Hotwire’s clients with access to new skills and services, including ABM, industry marketing and channel and alliances programmes. According to the statement, MBA’s clients will now have access to a global network, offering an even wider set of communications disciplines, including brand development, media relations, corporate communications and deeper expertise in content and social media marketing.

Maeve McDonald, MBA CEO, said: “This is an extremely exciting opportunity for both MBA’s clients and our team.

“Both MBA and Hotwire have been dedicated to helping technology companies solve their most pressing business and communications challenges. Now we have a great opportunity to offer a wider range of communications, lead generation, and digital marketing services to our clients globally.”

Maeve McDonald and Mike Butler, who are both founders of MBA, will assume UK roles of managing consultant account-based marketing and marketing respectively, reporting to Tara O’Donnell, UK MD and global leadership team member. The combined team brings Hotwire’s UK headcount to more than 100 and more than 300 globally.

According to the statement, the investment for the acquisition came from Hotwire’s parent company, Enero Group Ltd – a boutique network of marketing and communications businesses. 

Commenting on the news, Brent Scrimshaw, Enero Group CEO, said: “The acquisition of MBA reflects not only the Group’s strong momentum and ambition, but our commitment to deliver on our global strategy of building scale and additional digital capabilities of our core agency brands,”

“Hotwire is already one of the world’s most highly-regarded tech specialist communication businesses and we have no doubt that adding MBA’s specific sales and marketing expertise and complimentary client roster, will unlock new possibilities of growth.”


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