Hotwire targets US and Asia Pacific growth following Kinetics merger

Hotwire plans to expand into the US and Asia Pacific markets in the next five years following this week's merger with Australian sister agency Kinetics.

Leading the charge: West, Lennon and Sanda
Leading the charge: West, Lennon and Sanda

The agencies, which are both owned by the Photon Group, have combined to provide a springboard for Hotwire to start its global growth plan.

Hotwire managing director, international, Andy West told PRWeek: 'The five-year plan is to really duplicate what the business achieved in the first ten years. Chapter two will see us take that success globally.'

This growth is likely to see offices opening under the Hotwire brand in the US and key Asian markets.

'Looking at the US market, the group has great partnerships, so we're well versed already. In terms of Asia Pacific, it's a large region so we're definitely not going to act hastily, but we'll be looking for a few well-considered hubs.'

The merger will see Kinetics become Hotwire Kinetics as of 1 July, with Jörn Sanda, formerly of Text 100 and Hill & Knowlton, taking the helm as managing director alongside Kinetics founder Jody Lennon.

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