Hotwire will be working alongside Shine, which has handled AQA's consumer PR since August 2007. The agency beat rivals Joshua PR and Lewis PR in a competitive pitch for the retained five- figure account.
Until now, AQA has focused on reaching out to consumers through the national press, television and radio. Hotwire's brief is to boost AQA's profile in the trade press and promote the company's success.
Since launching in 2004 AQA has answered more than 17 million questions from more than two million customers. The agency will focus on building relationships with industry influencers and analysts.
Hotwire's brief includes raising awareness of AQA's philosophy to keep customers happy. Paul Cockerton, comms director for AQA, said the brand wanted to differentiate itself from other companies within the mobile industry that treat consumers poorly.
'The premium text industry has an appalling reputation for ripping people off,' said Cockerton. He also said AQA was careful about never spamming its customers, attempted to be transparent about charges, and responded to customer complaints.