LONDON—Qualcomm has handed European PR duties to Hotwire, as the chipmaker consolidates multiple markets with one PR network.  

The decision follows a competitive review that saw Hotwire prevail over competition from a number of bigger regional PR networks. 

In the process, Hotwire takes over from Qualcomm's PR agency partners in several European markets. These include the UK's Liberty, which has held the account for several years, and H+K Strategies, Burson-Marsteller and Edelman.

Hotwire is charged with overseeing corporate and product PR at a pan-European level, with specific outreach in the UK, France, Italy, Germany, Spain and Russia.

"For the last few years we have used a boutique agency model and our need now is for a networked agency approach," said Qualcomm senior director of marketing Richard Tinkler. Hotwire begins the assignment on 1 October.

Often viewed as one of the biggest spenders in the tech B2B PR world, Qualcomm shifted US PR duties to Weber Shandwick earlier this year, parting ways with longtime partner H+K Strategies.  

Qualcomm dominates the market for the chips used in mobile phones. Despite slowing demand for smartphones and problems in China, the company sees considerable growth from wearables and the 'internet of everything'.