LONDON — Technology agency Hotwire has acquired McDonald Butler Associates (MBA), a UK-based B2B sales and marketing agency also specialising in the technology industry, for £3.5 million.

MBA founders Maeve McDonald and Mike Butler will take on UK roles as managing consultant, account based marketing and managing consultant, respectively, reporting to UK managing director Tara O’Donnell (pictured, left).

The combined firm, including MBA's 30-strong team, brings Hotwire’s UK headcount to more than 100 and more than 300 globally. Once all employees transfer, the MBA name will be dropped.

Founded in 2005, McDonald Butler already shares a number of clients with Hotwire, including Adobe, Citrix, and Dell Technologies. Its roster also includes Accenture, AWS, Deloitte, DXC Technology, Honeywell, IBM, Pegasystems, and PWC.

The investment gives Hotwire clients access to new skills and services including account-based marketing, industry marketing and channel and alliances programmes. MBA’s clients will also now have access to Hotwire’s global network and communications disciplines including brand development, media relations, corporate communications, content and social media marketing.

Hotwire global CEO Barbara Bates said the deal would “support CMOs with near-term sales results and long-term brand building.” She said: “Tech CMOs are under pressure to deliver immediate results today and continue building the brand for the future. By adding MBA’s extensive account-based marketing and channel marketing experience, Hotwire will deliver a new level of communications programmes designed to build brand reputation, strengthen stakeholder relationships and deliver revenue growth.”

McDonald (pictured, right) added: “This is an extremely exciting opportunity for MBA’s clients and our team. Both MBA and Hotwire have been dedicated to helping technology companies solve their most pressing business and communications challenges. Now we have a great opportunity to offer a wider range of communications, lead generation, and digital marketing services to our clients globally.”

The purchase price is made up of an initial cash payment of £3.5million plus deferred payments tied to performance targets over the next three-and-a-half years. The investment for the acquisition came from Hotwire’s parent company, Enero Group, a the Australian-headquartered network of marketing and communications businesses. Sister Enero agency Frank recently exited the group in an MBO.

Enero Group CEO Brent Scrimshaw – who spoke to PRovoke Media about his expansion plans in February – said: “The acquisition of MBA reflects not only the group’s strong momentum and ambition but our commitment to deliver on our global strategy of building scale and additional digital capabilities of our core agency brands. Hotwire is already one of the world’s most highly-regarded tech specialist communication businesses and we have no doubt that adding MBA’s specific sales and marketing expertise and complimentary client roster, will unlock new possibilities of growth.”

Hotwire was named as PRovoke Media's global technology agency of the year for 2020.