Hotwire enters Latin America market with VIANEWS partnership

Hotwire PR is entering the Latin America market through an exclusive, co-branded partnership with VIANEWS, a Sao Paulo-based comms agency.

The partnership is the latest addition to Hotwire’s global network. In the past 12 months, Hotwire has announced similar partnerships in the Middle East (with Active) and in the Netherlands ( with Yellow Communications).

Headquartered in Sao Paulo, Brazil, VIANEWS is an independently owned agency specialising in the technology sector.

The agency expanded through partnerships across Latin America 16 years ago, and now serves clients in Brazil, Mexico, Chile, Argentina, Colombia and Peru. VIANEWS first partnered with Hotwire on an informal, non-exclusive basis in 2011, and, since then, it has represented clients including Rakuten, BMC, Intralinks and LogMeIn.

Pedro Cadina, founder and managing director of VIANEWS, said: “We started working closely with Hotwire in 2011 and very quickly realised that we share similar values and a common approach to the work we do. We’ve seen tremendous value from our affiliation with Hotwire in recent years in terms of new business and knowledge sharing, so it is a natural next step to move even closer to the business. We’re looking forward to being part of the Hotwire family and to sharing knowledge, ideas, client contacts and staff over the coming years.”

Hotwire’s new, international network, is intended as an alternative to the major owned PR networks.

Andy West, group chief development office at Hotwire, said: “We have clients looking for something different when buying international communications support. They have been burnt by the large networks but still require consistency, sector knowledge, coordination and team collaboration. Our partnership with VIANEWS over the past five years has shown that we can deliver this in Brazil and the wider Latin American market, so we’re delighted to bring VIANEWS´ team more closely into the Hotwire family.”

Brendon Craigie, group CEO at Hotwire, added: “We are building a true alternative to the established global PR order. In today’s global interconnected economy it is vital we can support our clients where ever their business growth takes them. We are passionate about working with partners to build the very best global communications network of likeminded service providers we can for our clients. Deepening our relationship with great partners such as VIANEWS represents significant step forward in realising this ambition.”