Profero bosses Hangout with Mumbrella as agency shifts HQ to Asia

Bentley: New Asian focus on Australia

Bentley: New Asian focus on Australia

Arnold: Global HQ to Asia

Arnold: Global HQ to Asia

Mumbrella today held a live video hangout with Wayne Arnold, the CEO of global digital agency network Profero and the organisation’s Australian boss Dave Bentley.

The interview coincided with an announcement to be made today that Profero is shifting its global headquarters from New York to Singapore to recognise the shifting of marketing power towards Asia.

Profero claims to be the world’s largest independent digital agency.

Arnold will join the Google Hangout from New York while Bentley will be in Sydney with Mumbrella’s Tim Burrowes. Also joining the conversation will be Robin Hicks, editor of the soon-to-launch Mumbrella Asia.

The video conversation can be viewed on this page from 2.20pm Eastern. Anyone with questions can tweet with the hashtag #AskProfero or via the comment section of this page.

As part of the shifting of HQ, Arnold will move to Singapore.

Bentley said of the move: “We have worked very hard to carve out our own reputation and accomplishments in the Australia market, and this local focus and hard work is really starting to pay off. At the same time, we have always considered ourselves as an integral part of the wider Asian and global network, and Wayne’s relocation will bring a renewed focus on the region.

“For us in Australia, the move will mean even more opportunity to work on interesting cross-territory business, whilst continuing to work with talent in Profero offices across the region to best service our local client needs.”

Arnold co-founded Profero in the UK before moving to NY in 2010. He said: “Whilst many agencies have publicly stated their commitment to the Asia-Pacific region, Profero becomes the only major global agency to have such a senior team currently on the ground. 2013 will be the first year our Asia Pacific operations will be larger than EMEA (Europe, Middle East and Africa) and the Americas’.


  1. John
    27 Mar 13
    1:55 pm

  2. What does ‘shifting of headquarters’ actually mean to the business? Is it a PR thing or are you actually moving all the key personel such as CEO, ECD, COO, CTO etc?

  3. Wayne
    6 Apr 13
    7:39 pm

  4. Hi

    Thanks for the question we are moving key personel starting with myself, this is actually my first full one way ticket weekend in Singapore. We see APAC as a crucial growth driver for us so rather than talking about it and managing it from afar we have made the decision to move talent into the region and there will be more to come.

    Hope this helps answer your question.