HOTWIRE
27.4.2021 09:17:05 CEST | Business Wire | Press release
Hotwire , recognised as the pre-eminent global tech communications consultancy, has acquired McDonald Butler Associates (MBA), a strategic B2B sales and marketing agency specializing in the $5.2 trillion technology industry.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210427005480/en/
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. The companies also share a number of clients including Adobe, Citrix, and Dell Technologies.
“Tech CMOs are under pressure to deliver immediate results today and continue building the brand for the future,” said Barbara Bates, Hotwire Global CEO. “By adding MBA’s extensive account-based marketing 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 gives Hotwire clients access to new skills and services including account-based marketing, industry marketing and channel and alliances programmes. For MBA’s clients, they’ll 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. Tune into the latest episode of The Hotwire podcast, HotTakes to hear more about the opportunities ahead.
Incorporated in the U.K. in 2005, McDonald Butler supports a strong client roster of technology clients including Accenture, Adobe, AWS, Citrix, Dell Technologies, Deloitte, DXC Technology, Honeywell, IBM, Pegasystems, and PWC.
"This is an extremely exciting opportunity for both MBA’s clients and our team,” said Maeve McDonald, MBA CEO. “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, founders of MBA, will take on UK roles of Managing Consultant Account Based Marketing and Marketing respectively, reporting to Tara O’Donnell, UK MD and Global Leadership Team member. Together, the combined team brings Hotwire’s UK headcount to more than 100 and more than 300 globally.
This announcement builds off Hotwire’s continued industry leadership, most recently being named the 2020 Global Technology Agency of the Year by PRovoke Media and its legacy of over 20 years of fuelling positive action for tech companies of all sizes. The investment for the acquisition came from Hotwire’s parent company, Enero Group Limited (ASX: EGG), a boutique network of marketing and communications businesses.
“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," said Brent Scrimshaw, Enero Group CEO. “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.”
About Hotwire
Hotwire is the global technology communications consultancy. Founded in 2000, we operate a worldwide network of wholly owned offices and partners serving a range of clients from scale ups to established multi-nationals. We unleash the possibilities of innovative technology through integrated communications that ignite curiosity, spark action and fuel success. We do this using our proprietary methodology which is underpinned by robust insight and strategy, purposeful creative, integrated planning and a core emphasis on measurement and evaluation.
About Enero
Enero Group is a boutique network of marketing and communications businesses listed on the Australian Stock Exchange (ASX:EGG) that includes creative agency BMF, PR agencies Hotwire and CPR, research consultancies The Leading Edge and The Digital Edge, digital agency Orchard and programmatic marketing specialist OBMedia.
For more information, please visit www.enero.com .
About McDonald Butler
McDonald Butler Associates is a strategic B2B sales and marketing agency specializing in Account-Based Marketing, Channel & Alliances, and Industry / Demand Programs for the technology sector. We unite strategic insight and creative cut-through to drive better audience engagement, forge stronger relationships and accelerate sales. We’re proud to be working with some of the world’s largest and most innovative B2B companies, delivering ROI-focused campaigns.
McDonald Butler is passionate about business as a force for good. We are active supporters and advocates of Mellon Educate and Pennies , donating a percentage of our profits and time each year as part of our giving back commitment.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210427005480/en/
Link:
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
NetApp and Cisco Accelerate and Secure AI Innovation3.6.2026 14:00:00 CEST | Press release
New FlexPod solutions deliver proven performance, security, and unified management for AI NetApp® (NASDAQ: NTAP), the Intelligent Data Infrastructure company, and Cisco (NASDAQ: CSCO) today announced that they have collaborated to offer new validated solutions for secure, scalable, and simplified AI. Expanding the proven success of FlexPod, the new solutions provide a simple, reliable path for enterprises to address the specific challenges AI workloads place on compute, network, and storage infrastructure. “As IT teams are tasked with delivering reliable, consistent performance across environments, AI workloads are placing increasing demands on their data infrastructure,” said Dallas Olson, Chief Commercial Officer at NetApp. “NetApp and Cisco’s longstanding partnership on FlexPod has already proven effective, saving customers up to 20 percent of their time in infrastructure management and maintenance. Now, we are applying our combined expertise to modern challenges to accelerate AI ad
New Evidence Offers Hope for Ketogenic Therapy in Treatment of Anorexia Nervosa3.6.2026 14:00:00 CEST | Press release
Peer-reviewed feasibility pilot trial reports reduced eating disorder and depressive symptoms in difficult-to-treat psychiatric condition A pilot study published today in Communications Medicine demonstrates the potential of a new approach to treating anorexia nervosa — a disorder for which effective treatments have been significantly limited. The research from UC San Diego School of Medicine reports that a ketogenic nutritional intervention — a high-fat, low-carbohydrate, moderate-protein diet — was feasible and safe for patients with weight-normalized and mildly underweight anorexia nervosa. The ketogenic intervention was well-tolerated by participants, with high adherence rates and no significant weight loss observed throughout the program. Furthermore, significant improvements were observed in eating disorder symptoms, with nearly 3 in 4 of study completers in the recovered range at study end, no longer meeting criteria for an anorexia nervosa diagnosis, and all completers experien
NetApp and Cisco Collaboration Strengthens Defense-in-Depth for Enterprise Cyber Resilience3.6.2026 14:00:00 CEST | Press release
New NetApp Splunk SOAR playbook helps contain ransomware attacks and limit data loss NetApp® (NASDAQ: NTAP), the Intelligent Data Infrastructure company, and Cisco (NASDAQ: CSCO), today announced an expansion of their collaboration to help customers strengthen defense-in-depth strategies for customers. Combining Intelligent Data Infrastructure with advanced analytics and observability capabilities, NetApp and Splunk have delivered deep, real-time visibility into storage and infrastructure health. Together, they are helping customers turn operational data into actionable insights that improve reliability, security, and business outcomes. By expanding their collaboration with the new NetApp Splunk Security Orchestration, Automation, and Response (SOAR) playbook, NetApp and Splunk are helping joint customers contain ransomware attacks and limit data loss at the storage layer, enhancing the containment of the blast radius of cyberattacks while increasing the speed and reducing the cost of
NIQ Named 2026 Retail & Consumer Goods Snowflake Product Partner of the Year3.6.2026 13:00:00 CEST | Press release
Award recognizes NIQ’s scalable commerce intelligence, data enrichment, and measurement solutions built on Snowflake’s AI Data Cloud NielsenIQ (NYSE:NIQ) today announced that it has been named the 2026 Retail & Consumer Goods Snowflake Product Partner of the Year award recipient by Snowflake, the AI Data Cloud company. NIQ was recognized for its achievements at Snowflake’s annual user conference, Snowflake Summit 26, for delivering scalable, cloud-native solutions on Snowflake that enable retailers, brands, and media partners to securely enrich data, measure performance, and unlock more precise, actionable commerce intelligence. Through Snowflake’s AI Data Cloud, NIQ helps joint customers collaborate across organizations, activate high-value data assets, and power advanced measurement while maintaining strong governance and data privacy controls. By embedding NIQ’s AI-driven data, models, and harmonization capabilities within Snowflake, customers can unify fragmented datasets into a tr
Aircall Acquires Piper AI to Turn Customer Conversations Into Revenue Action3.6.2026 12:03:00 CEST | Press release
The acquisition extends Aircall from AI-powered customer communications into multi-channel agentic revenue execution—automating follow-ups with prospects, CRM updates, deal scoring, and next steps after every customer interaction. Aircall, the AI-powered customer communications platform trusted by more than 23,000 businesses worldwide, today announced the acquisition of Piper AI, a revenue intelligence and agentic sales orchestration company. With Piper, Aircall extends its platform beyond the conversation itself—giving sales teams the tools to automatically act on every interaction, across every channel, from first touch to closed deal. Aircall already powers the conversations that drive revenue. Its platform unifies voice, SMS, and WhatsApp into a single workspace, with its AI Assist suite guiding sales reps before each call with account briefs, coaching them live with real-time playbooks and objection prompts, and automatically logging calls, generating summaries, and drafting follo
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom