Profero Buys Vox Collective To Aid Hispanic Reach

Profero, the independent digital agency with offices across Europe, Asia and the U.S. has acquired a controlling stake in New York-based multicultural ad shop Vox Collective, the companies have confirmed.

The acquisition bucks the recent trend of digital players being gobbled up by traditional shops looking to enhance their online credentials. Here, the digital agency is doing the acquiring in a bid to improve its acumen in marketing to Hispanics, the fastest-growing segment of the U.S. and with roughly $1 trillion in consumer buying power.

Terms of the transaction weren’t disclosed. Vox Collective, however, is rebranding and will be known as Vox Profero effective immediately.

Profero Global CEO, Wayne Arnold stated: “This partnership keeps us on track to achieve our strategic goals in 2012 by accelerating our growth in the Americas, and by allowing us to offer our clients digital solutions to reach the growing and influential Latino markets.”
 
Profero clients include Diageo, HTC, Lufthansa, and Unilever. Vox counts among its clients General Motors, Verizon and PepsiCo.
 
The Vox co-founders, president Roberto Ramos and chief creative Susan Jaramillo, will continue to lead the agency under the new ownership.
 
In addition to enhancing the multicultural agency’s digital capabilities, Ramos added: “Partnering with Profero also brings us into a global arena where Latino culture continues to set trends, allowing our team to collaborate in shaping crossover campaigns.”
 
One of Vox’s first projects under new ownership will be the launch of a new business pitch to existing and prospective clients entitled “Conectados: A Latino Digital Roadmap.” The presentation will highlight the Latino digital business opportunity, insights about Latinos' digital media and content usage, and ideas about how clients might best approach the market.

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