Hotwire

What Hotwire does

Hotwire Global is a global technology-focused communications and marketing consultancy operating from London (UK) and San Francisco (US) with 400+ employees across 11 countries. Founded in 2000 and operating as a wholly-owned subsidiary of Australia's publicly listed Enero Group, the firm delivers integrated PR, brand strategy, account-based marketing, digital marketing, data and analytics, ESG consulting, and AI consulting services to enterprise technology clients. Its client base spans B2B and B2C technology segments including AWS, Cisco, Salesforce, Red Hat, SAP Concur, Equinix, Pure Storage, Qualtrics, DXC Technology, Honeywell, and Avaya, with stated outcomes including $14B in client revenue driven through the ROI·DNA subsidiary.

The company's platform combines traditional professional services deliverables with a proprietary AI product portfolio developed through its AI Lab launched in March 2025. Hotwire Spark functions as a generative engine optimization (GEO) intelligence platform tracking brand visibility across ChatGPT, Copilot, Gemini, Google AI Overviews, and Perplexity; Hotwire Ignite operates as an agentic AI account research tool for ABM campaigns; and Hotwire Radiate rewrites press release and web content for AI answer engine consumption. The subsidiary ROI·DNA extends the firm into B2B digital marketing and was expanded globally in June 2025 by integrating existing EMEA and APAC marketing services teams, and was named a 2025 Google Premier Partner (top 3% globally).

Revenue is generated through retainer-based professional services engagements and project fees typical of mid-sized global PR and marketing consultancies. Distribution is primarily direct enterprise field sales supported by strategic platform partnerships (Google, LinkedIn, Salesforce) and event co-marketing with Money20/20, Finovate, and CES. The data layer was substantially upgraded in April 2026 via an API integration with Morning Consult providing access to over 80 million consumer interviews across 4,000 brands in 40 countries, with a May 2026 Lilypath partnership adding LinkedIn authority intelligence. Leadership transitioned to Grant Toups as Global CEO effective January 2026, coinciding with the firm's 25th anniversary.

Name

Hotwire

Legal name

Hotwire Public Relations Limited

Website

https://hotwireglobal.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Hotwire Global is a London-headquartered, 400-person technology communications and marketing consultancy operating in 11 countries, serving enterprise tech clients with PR, ABM, digital marketing, and AI-powered GEO and content tools through its AI Lab and ROI·DNA subsidiary.

Ownership category

akta.pro rank

Product category

Marketing and Communications Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Technology & B2B PR (BPAFADAI)

akta.pro secondary industries

PR, Reputation Management & Earned Media Platforms (BPAMALAO), Technology & B2B PR (MPAAADAC)

Keywords

• Tech PR consulting
• Communications strategy
• Account based marketing
• Digital marketing services
• AI marketing tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Communications & PR Services: Hotwire Global generates revenue through consulting fees for public relations, communications strategy, brand strategy, and executive thought leadership programs. Services are delivered by professional consultants and billed on project or retainer basis.
2. Digital Marketing & Advertising Services: Revenue from digital marketing services including account-based marketing, social media marketing, content marketing, and data analytics. ROI·DNA delivers performance marketing, demand generation, and creative services for enterprise clients.
3. AI Consulting & Technology Services: The AI Lab and associated AI consulting practices generate revenue by helping clients optimize content for AI visibility, implement AI-powered marketing strategies, and leverage proprietary AI tools for campaign planning and execution.
4. Events & Industry Marketing: Revenue from industry event marketing, sponsorship activation, and conference support services. Hotwire partners with events like Money20/20, Finovate, and CES to provide media outreach and brand visibility services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Hotwire Global is a technology-focused communications and marketing consultancy that delivers public relations, communications and brand strategy, account-based marketing, digital marketing, data & analytics, ESG consulting, and AI consulting services to enterprise technology brands across 11 countries. The firm supplements its consulting practice with proprietary AI tools (Hotwire Spark, Ignite, Radiate) developed through its AI Lab to help clients gain visibility in AI answer engines, execute ABM campaigns, and optimize content for generative search. Its subsidiary ROI·DNA provides full-service B2B digital marketing including demand generation, paid media, and analytics.

Product overview

Hotwire Global is a tech PR, communications, and marketing consultancy that operates a platform-plus-modules architecture. The core offering consists of strategic communications, public relations, account-based marketing, digital marketing, data & analytics, ESG consulting, and AI consulting services delivered by 400+ people across 11 countries. The proprietary AI product portfolio, developed through the Hotwire AI Lab launched March 2025, includes three modules: Hotwire Spark (AI-native GEO search intelligence for tracking brand visibility in AI answers), Hotwire Ignite (agentic AI account research intelligence), and Hotwire Radiate (content optimization for generative engine optimization). The subsidiary brand ROI·DNA adds full-service B2B digital marketing with its own versions of Spark and Ignite tools. Morning Consult data integration via API provides predictive consumer intelligence across 80M+ interviews. The portfolio serves sectors including B2C Consumer Tech, B2B Enterprise Tech, Martech & Adtech, High Tech, Cybersecurity, Fintech, Ecommerce & Retail, Industrial, Telecom, and Social Platforms.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Increased Pure Storage visibility for 'enterprise flash storage' queries to top two results on Gemini and Copilot
• +3 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• LilypathcoreStrategic or Co-development Partner · 14 May 2026Hotwire Global partnered with Lilypath to integrate AI-driven authority insights into executive communications programs. The collaboration provides Hotwire clients access to Lilypath's Authority Intelligence platform, which analyzes how LinkedIn's AI evaluates executive authority and helps optimize professional profiles for AI systems. Hotwire's executive thought leadership programs now include AI profile audits designed to perform for both human audiences and AI systems.
• Morning ConsultcoreStrategic or Co-development Partner · 9 April 2026Hotwire Global partnered with Morning Consult to grant clients access to Morning Consult's proprietary dataset and AI-native Intelligence platform. The partnership provides access to over 80 million consumer interviews across 4,000 brands in 40 countries with daily data updates, integrated into Hotwire and ROI·DNA's existing AI and data planning tools via API. This enables faster, sharper decision-making for brand leaders.
• Westminster advisorscoreStrategic or Co-development Partner · 27 January 2026Hotwire partnered with Westminster advisors to strengthen fintech policy and regulatory communications capabilities, helping clients navigate policy landscapes.
• QualtricscoreChannel Partner/ Reseller/ Distributor · 24 September 2025Qualtrics selected ROI·DNA, a Hotwire Global company, as Global Digital Advertising Partner. ROI·DNA will deliver global digital advertising services for Qualtrics.
• 6sensecoreTechnology or Integration · 3 June 2025ROI·DNA maintains strategic partnerships with 6sense, enhancing ability to deliver connected, data-driven experiences at scale. ROI·DNA appeared at 6sense Inspire UK and serves as Teal sponsor of 6sense Breakthrough in Las Vegas.
• QualifiedcoreTechnology or Integration · 3 June 2025ROI·DNA maintains exclusive top-tier partnership with Qualified for account-based marketing and sales acceleration solutions.
• PathFactorycoreTechnology or Integration · 3 June 2025ROI·DNA maintains exclusive top-tier partnership with PathFactory for content marketing and buyer journey optimization.
• MutinycoreTechnology or Integration · 3 June 2025ROI·DNA maintains exclusive top-tier partnership with Mutiny for AI-powered website personalization and account-based experiences.
• GooglecoreTechnology or Integration · 3 June 2025ROI·DNA named a 2025 Google Premier Partner, placing among top 3% of Google partners globally with exceptional expertise in paid media, analytics, and campaign optimization.
• LinkedIncoreTechnology or Integration · 3 June 2025ROI·DNA maintains top-tier partnership with LinkedIn for B2B marketing, advertising, and professional targeting solutions.
• Money20/20coreGTM or Marketing Partner · 7 May 2025Hotwire was chosen by Money20/20 to spearhead its European media outreach efforts. Hotwire manages media relations for Money20/20 Europe, helping drive global awareness, boost attendance, and showcase fintech through industry voices. The show features over 200 speakers across themes including digital DNA, governance, embedded intelligence, and future of finance.
• MoneyLIVE SummitminorGTM or Marketing Partner · 5 March 2025Hotwire partnered with MoneyLIVE Summit to support European media outreach for the fintech event.
• FinovateminorGTM or Marketing Partner · 4 February 2025Hotwire partnered with Finovate to support European media outreach for fintech innovation showcase.
• House of Beautiful BusinesscoreStrategic or Co-development PartnerHotwire collaborates with the House of Beautiful Business on research initiatives including the Frontier Tech Confidence Tracker and AI Beyond Efficiency reports, bringing together insights from journalists, cyber-psychologists, designers, and brand leaders.
• 10,000 Black InternsminorOthersHotwire partnered with 10,000 Black Interns, a program offering internships across five years by partnering with 24 companies from different sectors to create genuine career trajectory changes.
• CareerTrackersminorOthersHotwire Australia's partnership with CareerTrackers enables people to experience careers in communications, advertising, and digital marketing, supporting aboriginal and Torres Strait Islander people of Australia.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Highwire (formerly Highwire PR): Highwire is a technology-focused PR and communications agency serving enterprise and consumer tech clients. It is one of the closest direct competitors to Hotwire in mid-to-large tech PR engagements in North America.
• PAN Communications: PAN Communications is a mid-size B2B tech PR and integrated marketing agency with strong enterprise technology and cybersecurity clients. It competes with Hotwire on technology-focused ABM, PR, and content mandates.
• Finn Partners: Finn Partners is an independent global tech-forward PR and integrated marketing agency with strong enterprise and consumer tech clients. It is one of the most direct competitors to Hotwire in mid-to-large enterprise tech PR engagements.
• Archetype: Archetype is a global tech-focused communications agency serving enterprise software, cloud, and B2B technology clients. It is a direct peer in the technology PR niche with comparable service offerings.

Broad incumbents

• Edelman: Edelman is the world's largest PR firm with a dedicated technology practice (Edelman DXI) and global enterprise client roster. It competes with Hotwire for tech PR mandates but offers broader services including public affairs, health, and corporate communications.
• Weber Shandwick: Weber Shandwick is a top-tier global communications agency with a strong technology practice serving enterprise and consumer tech clients. It directly overlaps with Hotwire on tech PR, social media, and integrated marketing briefs across North America, EMEA, and APAC.
• FleishmanHillard: FleishmanHillard is a global communications consultancy with a dedicated technology practice and integrated creative, content, and data capabilities. It competes with Hotwire for enterprise technology and B2B mandates globally.
• Ogilvy PR: Ogilvy PR is a global integrated communications network with technology, B2B, and influencer capabilities. It frequently competes with Hotwire for integrated tech mandates that combine PR, content, and digital performance.
• Burson (formerly BCW): Burson is a major global communications agency formed from the merger of Burson-Marsteller and BCW, with a sizeable technology and B2B practice. It is a frequent RFP competitor for enterprise tech PR and integrated communications work.
• Ketchum: Ketchum is a global communications agency within the Omnicom network with deep enterprise technology credentials. It competes head-to-head with Hotwire for technology PR, social, and influencer engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hotwireglobal
• YouTubeyoutube.com/user/HotwireChannel
• Facebookfacebook.com/hotwireglobal
• LinkedInlinkedin.com/company/hotwireglobal
• Instagraminstagram.com/hotwireglobal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hotwire