Selling intangibles is like nailing jelly to the wall. Suppliers of technology solutions in the financial services sector face this challenge more so than most industries as the services and the issues they tackle are often confusing.

It is then all the more challenging for these companies to get a clear message across. With this in mind, Hotwire has launched a banking and finance practice in London with Mosaic Software and Thales as its first clients.

Practice lead Brendon Craigie said: "Hotwire is committed to an industry-specialised approach to PR. We have considerable experience of working for leading companies in the banking and finance sector already, and this led us to recognise a gap in the market for a specialised service."