Enero acquires UK-based McDonald Butler Associates to extend Hotwire’s tech capabilities

Enero Group has today announced the acquisition of McDonald Butler Associates (MBA), a strategic B2B sales and marketing agency specialising in the $5.2 trillion technology industry, by Hotwire, its global technology communications consultancy.

Aligned with the Group’s global strategy to scale and expand the digital capabilities of its core agency brands, including Hotwire, BMF and Orchard, the acquisition of MBA will add account-based marketing and channel marketing expertise and experience to Hotwire’s award-winning communications pedigree in the UK and globally. 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, which compliments Hotwire’s existing tech clients.

Incorporated in the UK in 2005, MBA is a specialist in account-based marketing, channel and alliances, and industry/demand programs for the technology sector. Hotwire was founded in 2000 and was most recently named the ‘2020 Global Technology Agency of the Year’ by PRovoke Media.

Says Brent Scrimshaw (above), CEO, Enero Group: “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.

“Hotwire is already one of the world’s most highly-regarded enterprise 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 in a priority market like the UK.

“Enero’s investment will give Hotwire clients access to new capabilities and provide MBA’s clients access to a progressive global network, offering an even wider set of communications disciplines.”

The acquisition will see MBA and Hotwire’s UK offices operate under the Hotwire brand led by Global Hotwire CEO Barbara Bates. Maeve McDonald and Mike Butler, founders of MBA, will take on the UK roles of managing consultant account based marketing and marketing respectively, reporting into UK MD and global leadership team member, Tara O’Donnell. This brings Hotwire UK’s headcount to more than 100 and more than 300 globally.

Says Barbara Bates, global CEO, Hotwire: “By adding MBA’s extensive account-based marketing and channel marketing experience, Hotwire will deliver a new level of communications programs designed to build brand reputation, strengthen stakeholder relationships and deliver revenue growth.”

Says Maeve McDonald, CEO, MBA: “This is an extremely exciting opportunity for both MBA’s clients and our team. 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.”

In the recent half-year results for the six months ended 31 December 2020, Enero Group achieved a net revenue of $81.0m, up 19% on the prior reporting period.