Wildfire wins Apogee, Cadence & SNP Group PR briefs
Wildfire has won PR mandates from Apogee, Cadence and SNP Group, adding three B2B technology clients to its roster at the start of the year.
Apogee has appointed Wildfire as its UK PR agency as the managed workplace services provider expands its IT managed services offering. Cadence has selected the agency to handle PR in the UK and EU, while SNP Group has extended an initial project into an annual programme.
The wins give Wildfire work across managed services, engineering software and SAP modernisation, broadening its reach across several areas of business technology. The briefs cover media relations, thought leadership and corporate communications in the UK and Europe.
For Apogee, the focus is on raising its media profile in the UK and increasing awareness of its broader service offering. Activity will centre on thought leadership, customer stories and sector expertise.
Cadence has given Wildfire responsibility for communications in both the UK and EU. The brief spans multiple markets and is expected to include a regular flow of news, executive commentary and outreach tied to industry issues.
SNP Group's appointment follows an earlier three-month engagement in 2025, which helped establish the foundation of its UK PR programme before the move to a longer-term contract.
The SAP specialist works with companies looking to restructure and modernise their systems and data environments. Under the annual programme, Wildfire will manage media activity around corporate announcements and develop a thought leadership platform for its spokespeople.
Agency growth
The three wins point to continued momentum for specialist communications agencies serving the B2B technology market, where clients increasingly want support across complex areas ranging from IT services to software and digital transformation. For Wildfire, the new accounts deepen an existing focus on enterprise technology, marketing technology and cyber security.
Apogee operates in the UK as a managed workplace services provider, covering managed IT, managed print and workplace technology for public and private sector organisations. Its latest appointment reflects the growing overlap between traditional workplace services and broader IT support, where communications often shift from product visibility to business messaging and sector positioning.
Cadence is best known for engineering design software, including work linked to AI and digital twins. Its decision to appoint a single agency for UK and EU PR suggests a coordinated regional approach to media engagement as technology companies seek to sharpen messaging across multiple European markets.
SNP Group focuses on SAP transformation projects, an area that has become more prominent as large organisations look to update core systems while managing data migration and business risk. The move from a short-term project to an annual programme indicates a sustained need for communications support in the UK.
Executive comment
"These new appointments come on the back of a really strong year commercially for Wildfire," said Debby Penton, Chief Executive Officer, Wildfire.
"In these uncertain times, one is never quite sure what a new year will bring, but continued business momentum and being able to welcome such esteemed B2B technology brands to our portfolio fill us with great hope for the year ahead," added Penton.