Headland Appoints Hotwire’s B2B Tech Lead After Account Wins

Headland Appoints Hotwire’s B2B Tech Lead After Account Wins

LONDON — Headland has hired Hotwire’s Martin Sparey as its first specialist B2B technology director, after a spate of account wins.

Martin Sparey joins Headland this month after nearly eight years at Hotwire, latterly as head of B2B technology communications. At Hotwire, he worked with clients across B2B tech sectors from cloud, analytics and infrastructure to data, connectivity and security, including Citrix, INRIX, Looker (now part of Google Cloud) and Thales e-Security.

His appointment comes after Headland landed a number of recent technology account wins, including: WeTransfer; open banking firm Truelayer; Dice, the mobile ticketing platform for live shows; financial marketplace Clearscore; and football media platform OneFootball.

The new mandates add to Headland’s 25 existing technology clients – including TikTok, Nutmeg, Funding Circle, eBay, Just Eat, ASOS, JustGiving, Blackbaud, Playtech, IQE and venture capital firm Northzone – which use the firm for financial and capital markets communications, corporate communications, campaigning, policy and public affairs.

Sparey will work alongside other members of the technology team including Tom Bage, who was promoted to partner last year, and Gabriel Huntley, who was promoted to director towards the end of last year to work across Headland’s technology clients, with a particular focus on fintech.

Bage said: “Martin has real pedigree advising multinational tech firms and will be an outstanding addition to our team as we continue our rapid growth. We can’t wait to see the positive impact he will make for our clients.”

Sparey added: “I look forward to working with some of the world’s most ambitious brands, supporting clients with high level strategic counsel and playing a part of this agency’s exciting future.”

Headland’s client portfolio also includes Pepsico, Britvic, The Body Shop, Danone, eBay, Just Eat, Iberdrola, Accenture, TikTok, UBS, ASOS, Three UK, Versus Arthritis and JustGiving.

Sparey’s arrival comes weeks after the appointment of two new partners at Headland: former Downing Street director of communications Jack Doyle and Gregor Poynton, who joins from Consulum, where he led global digital and creative teams.

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