The acquisition will also strengthen Hotwire’s tech credentials in the North America region.
The announcement follows Hotwire’s recent partnership with Brazil-based comms agency VIANEWS. The agency aims to position itself as global, yet localised alternative to the major global comms agencies.
Brendon Craigie, global CEO at Hotwire PR, said: “We are focused on helping clients seize the global digital and technology opportunity, and working towards our vision to build the best agency you’ll ever work with. Joining forces with Eastwick will catapult Hotwire into the top ten of technology PR agencies in the US. Not only will this give us insider access to the technology hub of the world, but it will also put a big bold question mark against the traditional multinational PR agency model.”
Both Barbara Bates and Heather Kernahan of Eastwick will remain in their respective roles as CEO, US and president within the new Hotwire US business, overseeing offices in both San Francisco and New York. Bates will report to Craigie.
She added: “I’ve always had huge respect for Hotwire’s work and the award-winning reputation that it has across the world. Joining with Hotwire will allow us to multiply the impact of our creative thinking, helping our clients to accelerate their reputation and growth not only in North America, but across the globe.”
Hotwire’s parent company, Enero Group Limited, a boutique network of marketing and communications businesses, provided investment for the Eastwick acquisition.
The agencies have been partners for more than a decade, and both have invested heavily in their own Digital Brand Lab teams in support of integrated communications programmes.