Active will add the Hotwire logo to its existing brand identity and together the two companies will work to deepen their operational relationship.
Hotwire will benefit from Active’s network across the Middle East and Active will get access to Hotwire’s global sales, marketing and HR resources.
Also, Hotwire effectively extends its global network of offices to 12 and is part of its strategy to offer clients pan-regional comms support and global opportunities for staff.
Andy West, chief development officer at Hotwire, said: “Working together, we can tap into a wider talent pool while offering our staff the sort of international opportunities that today’s PR professionals are looking for. We’re delighted to be teaming up with Active and to building a strong EMEA offer for our clients and to providing career possibilities for our people.”
Louay Al-Samarrai, co-founder and joint managing director at Active, said: “At Active we are always looking to evolve and enhance our solutions and services and this partnership gives us the support and access to the very best that the communications industry has to offer. Working closely with Hotwire, we can effectively tap into a much wider network of prospects, services and skills and provide our regional client base with a broader range of solutions to their communications needs.”
Active is the second of Hotwire’s global network of affiliates to join its co-branded partnership scheme, following on from Amsterdam-based Yellow Communications.