Hotwire unveils offshoot marcoms firm Skywrite

Hotwire has set up a sister agency, badged Skywrite Communications, to offer full marcoms services to 'big-growth brands'.

The agency was launched today (Thursday, 22 Feb) and is headed by Sarah Baldrey, previously a senior programme director at Hotwire.

Baldrey becomes associate director at Skywrite, overseeing six former Hotwire staff.

‘The market we are targeting is incredibly buoyant, and to really attract those companies we need to target them specifically,' said Baldrey.

She added: ‘These companies do not usually have large in-house teams. Often, venture capitalists that have invested in them have a view to exit within one or two years, through IPO or sale. So these companies need to become well established really quickly.'

Hotwire has also created a holding company, North by Northwest, which wholly owns the two agencies.

Hotwire group MD Kristin Syltevik now has the additional title of CEO of North by Northwest. She said it was created to ensure Skywrite was not simply ‘an appendage of Hotwire', and that planning for potential sale of the business was not behind the decision. ‘We need to innovate and provide new services to continue to grow,' she added.

Syltevik revealed that the sister agency ‘had been in incubation for several months'. She said Skywrite was not a conflict shop, although ‘there may be conflicts eventually'.

She added: ‘There are lots of new companies in our market, and they need a different type of support.'

Skywrite's six clients, described as ‘fast-growing technology companies', include AdaptiveMobile and Upaid. The agency will also cater for firms expanding into new markets.

Syltevik - formerly head of Shandwick's tech practice - launched Hotwire in 2000.

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