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Main Feature Marketing APAC

Top Story: GetIT-Hotwire fusion answers to the call of integrated marketing

Just recently, Enero Group, the boutique network of marketing and communications agencies headquartered in Australia, has announced that it has acquired GetIT, the marketing agency in APAC that specialises in B2B technology. This is the newest acquisition by Enero Group where last year, the network was seen buying McDonald Butler Associates (MBA), a UK-based B2B sales agency.

The current move by the network is aimed at accelerating the growth of Hotwire in APAC, Enero’s leading global technology communications consultancy. In an exclusive interview with GetIT’s CEO Anol Bhattacharya, he shares with us how the team plans to seamlessly fulfil the integration now that the agency is moving onto a next stage of growth with new offerings and an expanded value proposition at hand. 

GetIT now a Hotwire company

When the news first broke out, we similarly spoke with Anol for a comment, and in a prosaic but spot-on answer, he said, “We liked the Hotwire/Enero leadership team.” 

Anol said that Hotwire’s decision to acquire GetIT goes beyond expanding the global footprint in Asia, but primarily to strengthen the vision of Hotwire’s leadership team to accelerate Hotwire’s reputation, relationship, and revenue services globally and provide a unique marketplace offering.

The acquisition enables Hotwire to support clients with long-term brand awareness and near-term sales result.

Anol Bhattacharya, GetIT’s CEO

Alongside GetIT, Enero Group, in fact, simultaneously accomplished its acquisition of North America-focused B2B digital marketing agency, RIO-DNA. Anol said that the two acquisitions will allow the teams to rapidly scale services to innovative technology companies in North America and APAC in order to navigate “complex reputation issues, building business-impacting stakeholder relationships, and delivering revenue growth on a larger scale.” 

The challenge that comes with expanded capabilities

In the interview, Anol bared that in beefing up its services following the buy-out, one of the challenges is attracting and putting good talent in place for these practices. Through the acquisition, GetIT is now adding reputation management, brand strategy, and public relations to its capabilities.

There will be some challenges ahead of us…as finding and attracting good talent is getting more complex everywhere in the world.

Anol Bhattacharya, GetIT’s CEO

But Anol said that all’s good in the hood as the Hotwire leadership, specifically Global CEO Heather Kernahan, and Australia MD Jamie Nelson is behind them in ramping up the hiring process “as fast as they can.”

Furthermore, Anol implied that the fusion such as that of GetIT and Hotwire’s is basically ‘written in the stars’ in the midst of an accelerated need for integrated services. 

“One of the key areas of expertise of GetIT is content, [and] content is the central and common differentiator for marketing and communication services.” 

“The rationale for integrating GetIT into Hotwire Group is easily explainable to the internal and external audience, following the narrative of integrated reputation to revenue.” 

He revealed that the process of offering this unique and integrated service offering is already underway, where the leadership team of Hotwire, Enero, ROI DNA and GetIT has kick-started the process in a face-to-face, rigorous workshop in San Francisco. 

The roadmap for cross-pollinating the unique attributes from every location of Hotwire, ROI-DNA and GetIT is mapped out, and we have a clear path ahead of us.

Anol Bhattacharya, GetIT’s CEO

When asked about what he thinks are the pain points of brands today when it comes to performance marketing, he jovially says, “Everything is performance marketing. Because the opposite of that will be non-performance marketing, and nobody wants that.”

But on a more serious note, Anol thinks the real issue of B2B organisations today is the siloed organisational structure where there are disconnected goals and KPIs for brand marketing, corporate communications, performance marketing, and sales.

He said that many companies now started the integration process to bring all marketing, communications and sales functions and even creating a new role of chief commercial officer or chief revenue officer. 

“Even if I don’t take that broad perspective, we need to realign all the silos in the marketing and comms department in one direction.” 

For Anol, if he were to classify B2B marketing and comms in two sections, it would be Brand and Reputation Marketing and Communication, and Field marketing or Revenue Pipeline Marketing. 

For the former, Anol said it must include brand strategy, awareness, reputation and brand association. With the efficiency of digital surveys and focus groups containing a large sample size, he said that both dimensions can be measured in the short term. 

While in the long term, he said “performance in profit and loss, market share, and the secondary market are irrefutable proof points of the effectiveness of brand strategy and communication.” 

Meanwhile, for field marketing, this would include lead generation, qualification, nurturing and contribution to the revenue pipeline.

“It’s mind-boggling that marketers and agencies still get away with presenting some vanity metrics instead of showing any real value for field marketing in the era of marketing automation and analytics dashboards.”

The fusion of Hotwire and GetIT

For reputation management, he says that the biggest challenge is that everyone has become a publisher, and that social media proliferation has changed the perspective of brand reputation management completely. 

Moreover, both B2B and B2C customers are now evaluating based on the sustainability and ethical values of the suppliers. On the other hand, public relations is becoming true to the taxonomy with time

Anol Bhattacharya, GetIT’s CEO

Meanwhile, the second biggest challenge, according to Anol, is to prove the ROI of brand reputation management initiative as many companies are struggling to connect the dots between their top-line growth and reputation.

Ultimately, Anol says that where the fusion of Hotwire and GetIT fits in is providing a unique, integrated platform to clients. 

“The goal of joining forces between Hotwire, GetIT and ROI-DNA is to provide a unique, integrated platform to our clients where they can not only serve as a one-stop solution for Reputation-Revenue-Relationship service.” 

In addition, at the heart of the upcoming new synergy is the aim to help clients align their aspirations and workflow beyond departmental silos.

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Marketing Featured ANZ

Nick Healy joins Hotwire Australia as client services director

Sydney, Australia – Hotwire, the global technology communications consultancy, has appointed Samsung Electronics’ Nick Healy to the position of client services director. The role is a newly created one and will have Healy operate within the local Australian leadership team and strengthen the consultancy’s growth with existing clients and new business opportunities. 

Healy has had eight years with Samsung Electronics where he held various leadership roles within the communications and corporate affairs team across mobile and consumer electronics divisions. He brings a wealth of experience working with some of the world’s largest technology brands, as well as start-ups in consumer electronics, enterprise technology, IoT, networks, and gaming. 

Healy joins Managing Director Jaime Nelson, Creative Director Jen Dobbie, and Strategy Director Drew Usher, to continue the momentum of the consultancy’s accelerated growth in Australia. In the role, Healy will also lead a communications team to support end-to-end storytelling capabilities offered to enterprise technology and innovation-led clients. 

Healy commented, “Hotwire has a strong history of consulting with the most innovative technology brands in Australia and in key global markets. With the technology sector evolving to become one of the biggest contributors to Australia’s economy, it’s an incredibly exciting time to join the team and open opportunities for clients through integrated communications services and experiences.” 

Nelson said Healy’s scope of strategic communications and technology experience make him an incredibly valuable addition as the consultancy strengthens its offering moving beyond traditional PR and communications roots into connected storytelling, marketing, and branding. 

“By bolstering not only our senior leadership team but our client services team, we’re building on our strong foundations to deliver a more integrated service that aligns to the needs of the brands we partner with,” said Nelson. 

The team has also hired new Program Managers Olivia Jarman and Allan Hunt. Jarman joins from The PR Hub where she was a senior account manager, while Hunt has moved across from Weber Shandwick where he’s been for the past two and a half years, most recently as a Senior Associate. 

The consultancy said the appointments follow stellar financial results from parent company Enero Group, reporting a net revenue year-on-year increase of 22.6% and operating EBITDA up 50% on the previous corresponding period. 

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Marketing Featured Global

Enero names Nick Burton as new group strategy, M&A director

Sydney, Australia – Australia-headquartered international network of marketing and communications businesses Enero Group has announced a new group strategy and M&A director, Nick Burton. The appointment comes as the group announces its first acquisition of sales and marketing agency McDonald Butler Associates by Hotwire UK in April. 

Enero Group describes itself as a “boutique force in modern marketing,” and under the group are some notable names in communications and creatives such as creative agency BMF, communications consultancy Hotwire, and PR and government relations CPR. 

Based in Sydney, Burton will be responsible for developing and executing the group’s growth strategy and mergers and acquisitions activities. His appointment will see him become part of the executive leadership team and will be reporting to Brent Scrimshaw, Enero Group’s CEO, who himself has recently reached a one-year mark on the role.

Of the appointment, Scrimshaw commented, “Nick’s industry experience and deep expertise in corporate strategy, mergers and acquisitions will be invaluable to Enero and our agencies, as we progress our global strategy and identify growth opportunities across the Group. He will play a critical role in our global growth agenda and we’re thrilled to have him join at a very important time in the Group’s evolution.”

Burton joins the group after four years at Bain & Company in London and Sydney where he was a senior manager, leading projects focused on corporate strategy and transformation for large enterprises. He also worked extensively with major Australian and global private equity investors to assess potential acquisition targets. 

Prior to Bain, Burton worked in the institutional banking and markets team at the Commonwealth Bank of Australia and as a startup advisor for Startup Bootcamp Fintech in London. 

Burton comments, “Enero’s collective of specialist agencies are market leaders in their respective areas and offer a fantastic platform to explore further growth for the Group. I am thrilled to be joining Enero and be part of this journey, and look forward to accelerating the positive momentum and energy the team has built over the past 12 months.”

Within the group, Enero has also unveiled its latest leadership with Carla Webb-Sear as Enero’s new chief financial officer as well as the appointment of Heather Kernahan the Global CEO of Hotwire

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Marketing Featured Global

Enero acquires B2B sales agency MBA to expand Hotwire reach

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.”