The head of global digital marketing agency Profero in Sydney, Mike Zeederberg, will leave the agency in March to start up his own digital shop as a result of clashes over the direction of the local office.
Zeederberg, who has been managing director of Profero for more than three years and part of global agency networks for the last decade, plans to launch a start-up agency which will focus on strategy and creative and will have digital at its core. His vision to start up a completely independent, staff-owned agency has been sparked by his frustration with global networks.
“My decision to leave was a result of a difference in opinion about the direction we wanted to take the Sydney business,” he told B&T Today.
“Global had one reason in mind and I had a slightly different vision in mind and as a result I have decided to part with the company…I think it’s time to go and run my own show.”
He would not, however, be drawn on any details of the clashes, adding: “We’ve agreed to let bygones be bygones and move on.”
David Bentley, Profero’s client services director, has been appointed as MD effective immediately. Zeederberg will continue to work for the agency on a number of specific projects until mid May, but not in the capacity of MD.
Zeederberg’s plans for his new agency are still in the works, though he anticipates having a clearer idea of his team and client base in about six weeks.
He said his departure is timely, with Profero being in good shape and Australia being an ideal market to launch a digital agency.
“Profero just got shortlisted as a finalist for four AIMIA awards, so it’s in a very good position. It’s got a fantastic client based and some very good people,” he said.
“But now is certainly a fantastic time to launch an agency that’s in the digital space. Marketers are becoming more and more aware of the opportunities and benefits of digital and there’s greater sophistication around measuring the impact and effectiveness of digital and how it integrates with the other forms of marketing.
“It’s only going to grow and I think we’ll start to see a lot more focus on integration and the role digital plays alongside and in tandem with all the other forms of marketing.”
Zeederberg said he will continue with his other roles in the industry, including sitting on the board of The Communications Council and lecturing with ADMA.
