SAO PAULO: Hotwire PR has entered the Latin American market through a strategic partnership with São Paulo, Brazil-based integrated communications agency Vianews.
The partnership deepens the link between the two firms, which have partnered on an informal, non-exclusive basis since 2011, jointly representing clients such as technology providers Rakuten, BMC, Intralinks, and LogMeIn. Vianews will add the Hotwire logo to its existing brand identity.
Brendon Craigie, group CEO at Hotwire, said the partnership is a part of his firm’s strategy to expand into new geographical markets. Over the past year, Hotwire has established similar partnerships in Dubai with Active PR and in the Netherlands with Yellow Communications.
In terms of synergies, the arrangement will give Vianews access to Hotwire's global sales and marketing resources.
"This partnership will help us take the next step forward to grow," said Pedro Cadina, Vianews founder and MD. "We will get access to marketing experts at Hotwire, to Hotwire methodology, and Hotwire HR programs."
Hotwire will benefit from Vianews’ "deep experience" and network in Latin America. Both companies will work together for existing clients and to target new business in the region, Craigie explained.
"We are trying to create this hybrid model that offers the best of the convenience that comes with a large global agency, but with the strength and the depth that you expect a more local model to have," said Craigie. "What is driving this is interest from Hotwire to be able to offer our clients a global experience; mutual interest from Vianews, which has clients in Latin America that have global ambitions; and mutual interest from our employees, because on both sides, they enjoy working on global business."
Independently owned Vianews specializes in technology. The 30-year-old firm works with clients in Brazil, Mexico, Chile, Argentina, Colombia, and Peru.
"Latin America is a vital part of the global economy, where we see strong connections with Europe, North America – places where we already have a strong presence through our wholly owned network," said Craigie. "It is a logical next step to be able to support our clients looking to enter Latin America."
He added that the PR and communications industry in Brazil has been growing at a rate of 15% to 25% year-on-year. Hotwire has a presence in more than 20 countries, including the U.S., U.K, France, Germany, Spain, Italy, and Australia. Financial information about the partnership was not disclosed.
Hotwire, which is wholly owned by Australia-based Enero Group Limited and headquartered in London, had $22.7 million in revenue as of 2015 and 169 staffers around the globe.
"Hotwire’s cobranded partnerships are part of a continued strategy, and we will likely have similar cobranded partnerships in other parts of the world," Craigie said, noting that 60% of Hotwire clients are multinational and work with the firm in multiple markets. "We see this as an exciting opportunity to offer multinational companies an alternative to going down the route of the single, behemoth multinational agency that has offices in every single part of the world. A lot of clients have found that to not necessarily work for them."