Interpublic buys digital network Profero and integrates with Lowe

LoweProferoHRThe world’s largest independent digital agency network Profero has been bought out by the Interpublic Group and is set to be rolled into the Lowe network, with the aim of creating a “fully integrated offering” in five key areas including Australia.

The agency will be renamed Lowe Profero and be led by the current management team with co-founder Wayne Arnold as global CEO, with plans to roll the brand out to other “growth markets” globally.

Speaking to Mumbrella from New York this morning Arnold and Lowe & Partners CEO Michael Wall said in Australia 303Lowe and the new offering would remain separate entities but work together to find new opportunities with existing shared clients and new ventures.

Wall added: “Australia is slightly different from what we’re planning in other markets, and that’s as much to do with the nature of the marketplace which is more sophisticated than most. There Profero will be able to use the strong planning and creative talent at 303, and they will be able to harness the deep digital expertise of Profero.”

Arnold said the rationale behind the deal was not to make cuts, but rather “to use the Lowe network to expand Lowe Profero into new markets, it’s an opportunity for growth”.

Michael Roth, chairman and CEO of Interpublic, said: “The opportunities for the new network are tremendous. Coming into this deal, both agencies bring exceptional operations in high- growth markets; they have a strong track record of successful collaboration on major digital assignments; and the leadership teams have great chemistry with one another that clients can feel. We couldn’t be more excited about this news.”

Lowe and Profero have shared a number of clients over the years including Unilever’s Omo, Diageo, PWC and Danone.

In Australia 303Lowe is led by Nick Cleaver, and Profero by Dave Bentley.

Cleaver today said there will be no changes to the team at 303 with day-to-day digital needs being met in-house. But he added: “While we will use Profero as and when is advantageous for us to do so and vice versa, it’s great to have an ally in that space. On a day-to-day basis it doesn’t change the way we service or work with our clients or the offering that we have within Lowe and 303Lowe.

“It’s always good to have a partner in crime.”

Last year Profero announced it was moving its global headquarters to Asia, and Bentley and Arnold joined Mumbrella for a Google Hangout which you can view below, to explain why.



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