IPG's Lowe and Partners buys Profero

IPG's Lowe and Partners buys Profero
SHARE
THIS


What best describes you?

Global independent digital agency Profero has been acquired by Interpublic Group’s Lowe and Partners with the digital agency to be rebadged as Lowe Profero.

The initial focus is on building a “fully integrated offer” in five key global locations, one of which is Australia.

Lowe and Partners’ co-founder, Wayne Arnold, will lead Lowe Profero as global chief executive with the rebranded agency to report into the Lowe and Partners leadership team including CEO Michael Wall.

Michael Roth, chairman and CEO of Interpublic, said: “Embedding digital talent and capabilities throughout our organization has been a key strategic priority for IPG. With the launch of Lowe Profero, Michael Wall and Tony Wright, along with Wayne, are putting that approach into action.”

“The opportunities for the new network are tremendous. Coming into this deal, both agencies bring exceptional operations in highgrowth 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.”

There are “near-term” plans to extend the Lowe Profero brand into additional growth markets once the agencies in the initial five markets, which includes Australia, China, Singapore, UK and the US, are integrated.

The Lowe and Partners and Lowe Profero agencies in the US will be merged together with existing Lowe offices in the other four markets to continue as is.

Wayne Arnold, global CEO of Lowe Profero, said: “This is an important and exciting next step for both of our teams. We have invested a lot of time and thought into bringing this new network to fruition. We know each other well, we work together seamlessly and we both believe in and understand the benefits of a complementary and integrated advertising and digital offering.”

“Digital sits at the core of all future advertising. That’s what Lowe Profero will deliver globally for our clients, giving us a highly relevant and distinctive position in the agency network market.”

The two agencies have previously collaborated on shared clients including Danone, Diageo, PwC, and Unilever’s OMO and TREsemme.

Wall, CEO of Lowe and Partners, said the acquisition builds on the agency’s “recent momentum” with new New York office and the launch of Lowe Campbell Ewald in the US.

“In launching Lowe Profero, we are significantly enhancing our global digital capabilities – a critical step that will drive forward our strategy of building a contemporary and creatively differentiated network for our clients.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]