- Enero Group (EGG) is delivering on its expansion plans with the acquisition of U.K.-based marketing firm McDonald Butler Associates (MBA)
- MBA provides account-based marketing services primarily for the tech sectors, with clients such as Adobe and Dell Technologies
- Through its U.K. subsidiary, Hotwire Public Relations, Enero will make an initial cash payment of £3.5 million (roughly A$6.24 million) to acquire MBA
- Further deferred payments tied to performance targets will also be made over the next 3.5 years
- Shares in Enero Group remain steady at $3.23 each
Enero Group (EGG) is delivering on its expansion plans with the acquisition of U.K.-based marketing firm McDonald Butler Associates (MBA).
Incorporated in 2005, MBA provides account-based marketing services primarily for the tech sectors, with clients such as Adobe, Dell Technologies, Deloitte, IBM and PWC.
Through its wholly owned U.K. subsidiary, Hotwire Public Relations, Enero will make an initial cash payment of £3.5 million (roughly A$6.24 million) to acquire MBA. Further deferred payments tied to performance targets will also be made over the next 3.5 years.
“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,” said Brent Scrimshaw, CEO of Enero.
“Hotwire is already one of the world’s most highly regarded enterprise 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 in a priority market like the U.K.”
MBA’s business operations will now fall under the broader Hotwire brand, led by Global Hotwire CEO Barbara Bates.
Meanwhile, its founders, Maeve McDonald and Mike Butler, will assume roles as Managing Consultant of Account Based Marketing and Managing Consultant of Marketing, respectively.
“By adding MBA’s extensive account-based marketing and channel marketing experience, Hotwire will deliver a new level of communications programs designed to build brand reputation, strengthen stakeholder relationships and deliver revenue growth,” said Bates.
Shares in Enero Group remain steady at $3.23 each, as of 2:13 pm AEST.