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.”