Digital Bolt-On: IPG's Lowe Buys Profero
With the swipe of a pen, Interpublic Groupe’s Lowe and Partners just enhanced its digital chops in a major way with the acquisition of UK-based Profero.
IPG said the new addition to its portfolio would be rebranded Lowe Profero. The two networks would focus on building a fully integrated service offering in five key global locations: Australia, China, Singapore, UK and the U.S.
The two agencies have previously worked together on a number of shared clients, including Danone, Diageo, PwC and Unilever’s OMO and TRESemme.
IPG said the current Profero management team will lead the Lowe Profero unit. Co-founder Wayne Arnold has been appointed Global CEO of Lowe Profero. He will report to Michael Wall, CEO Lowe and Partners.
“Embedding digital talent and capabilities throughout our organization has been a key strategic priority for IPG,” stated company CEO Michael Roth. “The opportunities are tremendous,” he added, as “both agencies bring exceptional operations in high-growth markets.”
Founded in 1998, other Profero clients include Marks & Spencer, Western Union and fashion brand ASOS.
Profero’s Arnold said the deal was an “important and exciting next step for both of our teams. 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.”