Enero acquires B2B sales agency MBA to expand Hotwire reach

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Sydney, Australia – Enero, a boutique network of marketing and communication businesses, has recently acquired McDonald Butler Associates (MBA), a UK-based business-to-business (B2B) sales agency, through its global technology communications agency Hotwire.

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 communications pedigree in the UK and globally. 

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 managing consultant respectively, 

They will be reporting to UK managing director and global leadership team member, Tara O’Donnell. This brings Hotwire UK’s headcount to more than 100 and more than 300 globally.

Barbara Bates, global CEO at Hotwire, said, “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.”

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.

Maeve McDonald, CEO at MBA, said, “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.”

Meanwhile, Brent Scrimshaw, CEO at Enero Group, commented that their acquisition of MBA reflects not only the group’s strong momentum and ambition, but their commitment to delivering on their global strategy of building scale and additional digital capabilities of their 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,” Scrimshaw stated.

He added, “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.”

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