Qualtrics has selected ROI·DNA, part of Hotwire Global, as its new global digital advertising partner.
Under the agreement, ROI·DNA will oversee paid media strategy and execution for Qualtrics across both global and local markets. The collaboration is aimed at accelerating growth and enhancing engagement with Qualtrics' key audiences worldwide.
The selection of ROI·DNA followed a competitive pitch process. Qualtrics noted the agency's track record in delivering measurable impact at international and local levels, and its approach leveraging proprietary artificial intelligence tools as central factors in the decision. These tools are expected to support more efficient campaign insights and programme execution.
Campaign strategy
The partnership covers integrated digital campaigns across paid search, social, and programmatic channels. ROI·DNA will coordinate closely with Qualtrics' internal communications and marketing teams around the world.
Gavin Warrener, Vice President of Digital Experiences at Qualtrics, explained the rationale behind the appointment.
"Qualtrics is transforming how the world's best organizations deliver customer and employee experiences. ROI·DNA's technology-driven approach, proven success in scaling global paid media and local market experts on the ground in the markets that matter to us make them an ideal partner as we expand our category leadership."
Brian DeHaan, Senior Vice President of Growth and Client Services at ROI·DNA, commented on the partnership and the agency's approach.
"At ROI·DNA, we're passionate about helping ambitious technology brands reach and engage the audiences that matter most. This partnership with Qualtrics demonstrates how we combine AI and tech smarts with human experts on the ground to deliver innovative digital marketing programs that connect brand purpose with measurable business results worldwide."
Agency expertise
ROI·DNA is known for its work with B2B clients, and its proprietary artificial intelligence tools are designed to optimise performance marketing programmes for technology businesses. The agency's remit includes leading digital campaign strategies that aim to drive measurable business outcomes for Qualtrics.
ROI·DNA's parent company, Hotwire Global, provides public relations, communications, and marketing consultancy for technology brands. ROI·DNA's previous work has involved partnerships with several software and technology innovators on campaigns designed to accelerate revenue growth and build market engagement.
The collaboration is intended to strengthen Qualtrics' ability to engage target audiences with precision in multiple markets, enhancing the company's presence and expanding its reach in experience management.
Use of artificial intelligence
A key element of ROI·DNA's offering highlighted in the partnership is the utilisation of proprietary AI tools, which will underpin campaign management and measurement. These tools are intended to support more efficient data-driven decision-making and delivery of campaigns across paid search, social channels, and programmatic media.
According to Qualtrics and ROI·DNA, the approach emphasises integrating technology-led insights with local market expertise to drive results for the business.
The appointment of ROI·DNA as global digital advertising partner is expected to support Qualtrics in its aim to build deeper engagement and measurable outcomes as it continues to expand internationally.
