Hotwire & Eastwick Combine to Disrupt Global Tech Agency Landscape
Group CEO Brendon Craigie explains why he is so excited about the acquisition of Eastwick and what it means to the future of Hotwire globally
Last year, with the backing and support of our parent company Enero, I moved to the US to spearhead Hotwire’s greatest growth opportunity – scaling up our US business. We knew that if we could achieve the same success in the US as we have achieved in Europe, we could build even stronger headquarter relationships with US tech companies, and that this in turn would enable us to be a true alternative to the multinational behemoths.
It has been an incredible ride. We’ve charted 50 % growth in the US since the turn of the year, added outstanding talent, and partnered with exciting new clients such as Qlik, Marketo and Amdocs. But we are impatient and we sense now is the time to put a big bold question mark against the traditional multinational PR agency model. That is why today we are announcing the acquisition of our long term US agency partner Eastwick. This acquisition will transform Hotwire’s US operation from a young fast growing start-up to a top 10 player in the US tech PR market, considerably beefing up our global credentials at the same time.
With both teams having offices in New York and San Francisco, Eastwick will rebrand as Hotwire with employees moving into one office in each location, effective immediately. Together the new team will see Hotwire bring its US headcount to 70 up from 20, with 42 people in San Francisco and 28 in New York.
I’ve known Eastwick’s founder Barbara Bates and her team for over ten years and we have always had a respect for each other’s work and the award winning reputations we have built. We are both passionate about enabling amazing careers for our people and we are equally passionate about the transformative impact that technology can deliver the world.
Our businesses are cut from the same entrepreneurial cloth. We always try to be at the forefront of innovation in services, and we are always looking on the horizon for the next opportunity. That is probably why we have both invested in the creation of our own Brand Labs teams so we can build truly integrated programmes. The addition of Eastwick’s Brand Lab adds specialists across a range of services from the development to the execution of a brand including insights and analytics, brand messaging, creative services, content marketing, website development, SEO/SEM, demand generation and nurture campaigns.
But it is the new opportunities this acquisition brings that excite us the most.
The fact we can now offer clients even greater scale in the US will mean that we are better able to multiply the impact of our creative thinking. Whether that be for US clients looking to grow their business and reputation locally, or accelerate their growth overseas, or non-US clients looking to enter the world’s largest and most exciting economy. Either way, we offer the reach and expertise of a multinational, with the service ethos and deep connections that only a local agency can offer.
Barbara and I also know that the happiness and motivation of our employees is paramount to everything we do and the starting point for our success. This is why the real win I see coming from this news is the additional career opportunities that we can create for our employees. Whether that be seeing ideas and creativity play out on a larger canvas working with colleagues around the world, or seeking out a new challenge to work in another country. My experience has taught me that growth creates opportunity for our team, this in turn leads to personal growth, which then in turn creates even more opportunity and success for our clients and the agency.
Hotwire and Eastwick are two leaders in the technology communications industry, and although we think we have been great independently, we are going to be even stronger together under the same roof and brand. We are now committed to a shared vision to build the best agency you’ll ever work with. These are indeed very exciting times to be working at Hotwire.