Skywrite scrapped as sister agency Hotwire consolidates

Hotwire has scrapped sister agency Skywrite in a move to consolidate its consumer ambitions.

‘Stronger brand’: Emma Hazan will lead the consumer practice
‘Stronger brand’: Emma Hazan will lead the consumer practice

The top-three agency in PRWeek's Top 40 Technology Consultancies has ditched Skywrite, the agency it set up in 2007 to handle 'big-growth brands', and is bringing the 11-strong Skywrite team into Hotwire's consumer team of six.

Skywrite MD Emma Hazan will now become Hotwire’s UK deputy MD and will head the newly formed consumer practice.

Hazan said the agency had taken the step because Hotwire remains ‘the stronger brand’, despite five years of leading Skywrite.

‘The move is about strengthening our consumer offering and not diluting the stronger brand – which is Hotwire,’ she said. ‘It’s about combining our expertise, helping to bring the niche feeling of Skywrite to the consumer team in Hotwire.’

Despite plans to handle straight consumer accounts, Skywrite has experienced most success in consumer tech, with clients having included O2, Vodafone and Shazam.

Hotwire lost its biggest consumer client, BlackBerry, in April 2011 to Good Relations. The loss wiped £250,000 off its books and cost it second place in this year’s tech league table to Brands2Life.

Hotwire Group CEO Brendon Craigie said: ‘It makes sense for us to have one strong brand that can compete to be in the top 40 global agencies and be seen as an alternative to the traditional stock of global players at the top of the rankings.’

The news comes after PRWeek revealed last month that Hotwire’s chairman Kristin Syltevik is set to leave the company at the end of July, 12 years after she launched it. Hotwire is not looking to replace her.

Previously, Syltevik was MD of Shandwick’s technology practice in Europe.

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