Hotwire officially absorbs GetIT in APAC as it prioritises integrated solutions
Hotwire Global has officially rebranded GetIT as a part of its network in Asia Pacific, as the agency pursues a more integrated offering for its clients.
Owned by Enero Group, Hotwire welcomed the addition of GetIT alongside ROI DNA (based in North America) a year ago.
Laura Macdonald
GetIT’s offices in Singapore, Malaysia, India and Japan will join the 11 Hotwire locations globally, servicing some Australian clients with its digital marketing, content production, account-based marketing and PR capability focused on B2B technology companies.
Hotwire’s global chief growth officer, Laura Macdonald, said there had been a real appetite in APAC for more integrated works.
“There’s just more excitement in trying out new things and not being constrained by frameworks of traditional communications and marketing. For us, it’s all about what the business is trying to achieve,” she told Mumbrella.
“And working backwards from that, we decide what the right levers are around reputation, relationship and revenue management.”
Regarding what’s next, Macdonald said the agency now has its eyes on more new hires, as it looks to accelerate its growth across the region and round out its data capability.
“I think having that sort of flexibility and approach, again, is really benefiting for clients because they want to not just work in these little local silos,” she said. “They want to start thinking about things, whether across the region or indeed globally as well.”
Talking to Mumbrella in April, Hotwire’s global CEO Heather Kernahan said the agency was looking to embrace AI tools, but not without some testing and experimenting first.
The agency launched a suite of insight-led solutions – Account IQ, Audience IQ, Comms IQ and Performance IQ – in February to bolster its data and analytics offering.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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