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
Airgain Expands Public Safety and Utility Connectivity Portfolio with FirstNet, Built with AT&T2.6.2026 22:15:00 CEST | Press release
Expanded AirgainConnect® portfolio includes FirstNet Trusted™ and HPUE solutions supporting first responders, utilities and critical field operations. Airgain, Inc. (NASDAQ: AIRG), a leading provider of advanced wireless connectivity solutions, today announced the continued expansion of its mission-critical connectivity portfolio with FirstNet®, Built with AT&T – America’s public safety network – to support reliable, high-performance communications for public safety agencies, utilities and field operations across the United States. Growing its public safety connectivity capabilities, Airgain recently added the MegaFi 2™ and MegaGo 2™ to its portfolio. As FirstNet MegaRange™ solutions, which use High Power User Equipment (HPUE) technology, the two routers transmit with 6x the power exclusively on Band 14, nationwide, high-quality spectrum set aside by the government for public safety on FirstNet. This helps support reliable communications in remote areas and through signal-blocking mate
Fi Expands International Footprint to 38 Countries Worldwide2.6.2026 19:25:00 CEST | Press release
Series 3+ and Mini are now available to pet owners across new European markets Fi, the leader in smart pet technology, today announced a major international expansion, bringing its AI-powered GPS pet wearables and connectivity network to 38 countries across North America and Europe. Fi devices are now available for purchase in 29 markets, including newly added countries such as Finland, Sweden, Denmark, Austria, Belgium, the Netherlands, Romania, Slovakia, and Latvia. Through Fi's international connectivity network, customers can also use Fi in Switzerland, Norway, Liechtenstein, Iceland, and Turkey, bringing Fi's total coverage footprint to 38 countries. The expansion reflects growing demand from pet owners who want reliable connectivity and health insights, whether they're at home or traveling abroad. "Wherever your pet roams, Fi should work," said Jonathan Bensamoun, Founder and CEO of Fi. "As more pet owners travel internationally and expect seamless connectivity, we're expanding F
XFolio AI Acquires Absolute Payment Solutions to Unify Treasury and Payments for UK Corporates2.6.2026 19:16:00 CEST | Press release
XFolio AI (xfolio.ai), a Paris-based treasury and cash management technology group, has acquired Absolute Payment Solutions (APS) (https://www.absolutepayments.com/), one of a select number of Pay.UK-accredited Bacs service providers in the UK. This acquisition creates an integrated platform spanning Bacs and all payment types, open banking, risk management, and treasury—giving UK corporates of all sizes the tools to manage cash and execute payments in one place. APS’s Bacs accreditation underpins payment services relied upon daily by organisations across both the public and private sectors, from SMEs running payroll and direct debit collections to large corporates processing high-volume payment flows. While enterprise payment platforms often demand significant scale and budget, and lighter solutions trade capability for speed of setup, APS and XFolio together deliver accredited Bacs infrastructure combined with advanced treasury intelligence across SWIFT, API, H2H, and EBICS rails—wit
Amazfit Introduces a New Era of Hybrid Training with Balance 3 and Balance Ultra2.6.2026 19:00:00 CEST | Press release
The new Balance series powers Amazfit’s Hybrid Training System, combining advanced smartwatch hardware with Zepp App intelligence to help athletes train with structure across strength, endurance, recovery, and daily life Amazfit, a leading global smart wearable brand owned by Zepp Health, today unveiled the Amazfit Balance 3 and Amazfit Balance Ultra, the newest additions to the Balance series and the hero watches for Amazfit’s new Hybrid Training System, connecting performance tracking with intelligent training guidance through the Zepp App. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260602329170/en/ Built around how modern athletes train today, Balance 3 and Balance Ultra are designed for people balancing strength, endurance, recovery, work, stress, and daily life. The devices serve as the engine layer of the connected Hybrid Training ecosystem, capturing how users train, recover, and respond over time. The products we
Mouser's Rise of the Robots Program Explores Humanoid Design Considerations2.6.2026 17:19:00 CEST | Press release
Mouser Electronics, Inc., the authorized global distributor with the newest electronic components and industrial automation products, today announced the latest installment of its Empowering Innovation Together (EIT) technology series, Rise of the Robots, which explores key technologies behind humanoid robots and their potential for transformation. The series shares how these robots have progressed from simple machinery to critical tools used in caregiving, industrial automation, education, and even in the harshest environments. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260602293561/en/ The latest EIT installment explores the engineering design process, system integration challenges, and the role of legacy infrastructure, safety, and ROI in shaping scalable humanoid robot deployment. While science fiction has long envisioned robots resembling humans, recent advances in sensing, actuation, AI, embedded computing, and pow
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