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What? Lowe and Partners has acquired Profero .The agency ‘s name will be change to Lowe Profero .
Why it matters? The agency will integrated into the Lowe and Partners network and the management team will report to Michael Wall.In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective.

loweproferoLowe and Partners, a division of Interpublic Group has announced the acquisition of the global digital network Profero. The agency will be called Lowe Profero and will be integrated into the Lowe and Partners network, serving as its global digital offering.

The current management team from Profero will report to Michael Wall and the Lowe and Partners Leadership Team. Co-founder Wayne Arnold will serve as Global CEO of Lowe Profero.

Profero’s clients include marketers like Unilever, ASOS, Diageo, Marks and Spencer and Western Union, in addition to local market clients.The network specializes in digital advertising, media and marketing solutions and has offices in Australia, China (Shanghai and Beijing), Japan, Korea, Hong Kong, Singapore, UK and the U.S.

Back In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective to build a new digital centry agency targeting the US Hispanic and Latin American markets.  The vox collective co-founders, Roberto Ramos and Susan Jaramillo, currently run the new entity as president and chief creative officer, respectively.

“This is a major development for Lowe and Partners. 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,” said Lowe and Patners CEO, Michael Wall.

According to Wayne Arnold, Global CEO of Lowe Profero : “This is an important and exciting next step for both of our teams. 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.”

Terms of the transaction were not disclosed.

What? Lowe and Partners has acquired Profero.The agency ‘s name will be changed to Lowe Profero.
Why it matters? Lowe Profero will be integrated into the Lowe and Partners network and the management team will report to Lowe and Partners CEO Michael Wall. In 2012, Profero invested  in New York-based, Latino-focused advertising and content agency the Vox Collective.

01_lp_mark_rgb_041114Lowe and Partners, a division of Interpublic Group has announced the acquisition of the global digital network Profero. The agency will be called Lowe Profero and will be integrated into the Lowe and Partners network, serving as its global digital offering.

The current management team from Profero will report to Low and Partners CEO Michael Wall and the Lowe and Partners Leadership Team. Co-founder Wayne Arnold will serve as Global CEO of Lowe Profero.

Profero’s clients include marketers like Unilever, ASOS, Diageo, Marks and Spencer and Western Union, in addition to local market clients.The network specializes in digital advertising, media and marketing solutions and has offices in Australia, China (Shanghai and Beijing), Japan, Korea, Hong Kong, Singapore, UK and the U.S.

Back In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective to build a new digital centry agency targeting the US Hispanic and Latin American markets.  The vox collective co-founders, Roberto Ramos and Susan Jaramillo, currently run the new entity as president and chief creative officer, respectively.

“This is a major development for Lowe and Partners. 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,” said Lowe and Patners CEO, Michael Wall.

According to Wayne Arnold, Global CEO of Lowe Profero : “This is an important and exciting next step for both of our teams. 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.”

Terms of the transaction were not disclosed.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Honda

Honda Acura Honda launched a new television and digital advertising campaign in support of the 2013 Civic. Targeting millennials and starring America’s Got Talent host and performer Nick Cannon, the “Best Yourself” campaign celebrates diversity and the drive to achieve success through non-traditional paths. The two-minute long form ‘Best Yourself’ video is currently posted on YouTube while the 60-second commercial will make its national broadcast debut on America’s Got Talent on August 11. Both videos showcase individuals working towards their personal goals interspersed with footage of Cannon driving the redesigned 2013 Honda Civic. In the videos, he provides the narration about the will and ambition to improve one’s self. The campaign’s message is incorporated across digital platforms and initiatives that include a ‘Best Yourself’ social campaign that encourages audiences to share their hopes and plans for taking their lives to the next level using the hashtag #BestYourself on Honda Facebook, Twitter and Instagram pages. Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures.

  • Quaker Oats

PepsiCo’s Quaker Oats unit has partnered with Univision Communications Inc. (UCI) to launch a new digital destination for Hispanic moms. The Fuente de Energía (Energy Source) destination, part of Univision.com’s Vida y Familia vertical site, is accessible through mobile platforms as well as online. The site features original content including articles, recipes, photo essays, custom trivia and polls, covering health, food and other topics and ideas to help moms keep themselves and their families energized.

  • T-Mobile

T-Mobile announced it has gained 1.1 million customers, including 685,000 contract subscribers, in the second quarter. That compares with a loss of 557,000 contract subscribers, the most valuable type of customer, in the period a year earlier boosted by a big marketing push and its launch of Apple Inc’s iPhone. The uptick represents its largest customer growth in four years. Being able to sell Apple‘s iPhone in April was good for T-Mobile. For the full year, T-Mobile said it expected to add 1 million to 1.2 million contract subscriber. This year T-Mobile also began an overhaul of its network, and started offering lower-cost plans to lure customers from competitors and it also gained extra muscle from its merger with the smaller carrier MetroPCS, which recently announced an expansion into 15 new markets. . T-Mobile’s corporate parent, Deutsche Telekom AG , said it would plow more money into the No. 4 U.S. mobile provider to help it continue to grow.

  • Tampico

TampicoTampico Beverages announced the launch of its ‘Act on Impulse’ social media campaign aimed at multi-ethnic young adults in the United States. Known as the “blend master of flavor,” Tampico is curating and diffusing an eclectic mix of creative content and promotions that are designed to celebrate the irresistible nature of its beverages. From now until September 28, 2013, consumers may go to facebook.com/drinktampico, click the “Act on Impulse” tab, and follow the instructions to get impulsive and enter for a chance to win sweet prizes from Tampico’s “Impulsive Prize Room.” The campaign, developed by Roar Media and Macias Advertising, in Miami, will also be supported by online advertising as well as guerrilla videos and ongoing field marketing activities.

  • Jack in the Box

Burger chain Jack in the Box is running a summer campaign using the Vine mobile/video application and other social platforms. With digital agency-of-record Struck, the QSR brand has produced 101 videos showing its customers how to “Go Big” — part of the chain’s overall promotional theme touting recent menu additions like its Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich.

  • Profero

Digital Agency Profero has moved its New York office to a larger, newly renovated 13,000 square-foot office on Park Avenue South. The new location more than doubles the office previously occupied by the agency, and responds to increased revenue growth and an expanded team. The agency has experienced new hires in all areas, particularly in the Profero Performance team including media, display, paid search, SEO and social. Profero’s presence in Brazil has also resulted in new business for the New York office. A year after its acquisition of a full service Hispanic shop, Profero NY continues to build its cross-cultural muscle as Vox Profero. With revamped Latin expertise that taps the power of digital, the team is establishing the agency’s footprint in Latin America. Profero clients include ASOS, Barclays, Diageo, Lufthansa, M&S, New York Times, Unilever, Vonage, General Motors and Western Union.

  • COR

La Agencia de Orci has introduced a new agency targeting the “new general market”. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners. Their new agency has been operating under the radar for about a year, with clients including Cox Cable, Georgia-Pacific, and Sutter Home Winery.

  • British Airways -Iberia

British AirwaysBritish Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.

  • Siemens

MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.

  • Vme

Balsera Communications has been tapped to be the agency of record for Vme Television, the only public Spanish language television network in the United States. Balsera will be leading Vme’s public affairs and public relations strategies.

  • Ellliott Spitzer –New York

Eliott SpitzerThe former governor and attorney general went up with his first Spanish-language TV spot of the controller’s race for New York City last week, appealing to an increasingly powerful voting group with Wall Street war stories.

  • Abogados de Accidente –New York

Catalina Marketing has started a Spanish campaign for personal injury attorney Kevin Gratt. They have created 3 videos – two videos will be displayed on nyaccidents.info and one will be displayed on brooklynpersonalinjurylawyers.co. The three videos are entitled Abogados de Accidente de Bronx, Abogado de Accidente de Queens, Abogado de Accidente de Brooklyn.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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Digital agency Profero, just announced that it has invested in the Vox Collective, to build a new digital centric agency targeting the U.S. Hispanic and Latin American markets. The new agency is called VoxProfero.

The transaction is interesting because on one hand it reflects how a traditional Hispanic agency is clearly embracing the digital realm. A logic but not that frequent occurrence among Hispanic ad agencies. On the other hand, it shows how traditionally U.S. Hispanic oriented agencies can also be used to target the Latin American space.

Portada caught up with Roberto Ramos, President & CEO and Co-Founder, of The Vox Collective now Vox Profero to talk about Vox Profero’s future.

Portada: Vox Collective was not a digital centric agency, what prompted the “digital centric” move?

Roberto Ramos, President & CEO and Co-Founder, of The Vox Collective-Vox Profero: “We’ve always been inherently digital, but our digital capabilities could use a boost. That is one of the reasons why this partnership makes so much sense to us. Besides the fact that we love Profero’s work and have a close relationship with their leadership, their digital prowess takes us to a whole new level. We’re confident the mix of what we bring to the table is quite unique in the Hispanic space. With Profero’s investment we are ready to take our digital work to the next level.”

P: We understand that Vox Collective was not buying media for most clients, will that change now?

R.R.: “We’re confident that our understanding of the Latino consumer, creative capabilities, along with Profero’s analytical offerings and tools make us a compelling proposition for integrated media planning and buying. We’ll continue to leverage this with existing and potential clients. Our digital planning and buying capabilities are now world class, so this will be an area that we will offer to client partners immediately.”

P: We also understand that you now will also be looking into the Latam market (or service clients that are interested in that market), what prompted this change (we understand that you were mostly looking at the USH market up till now)?

R.R.: “ As Profero looks for continued global growth, Latin America is a logical focus. The creation of Vox Profero will help push into a region whose online population is growing faster than any other global region and where social media reaches 88% of internet users. For several years now, we have been taking steps to address Latin America, taking US brands there, and helping companies in Mexico, Brazil and other countries bring their brands to the US. This coincides with Profero’s global goals. ”

Portada: Do you have examples of Latam campaigns?

R.R.: “ The most recent Latin American initiative was the full creative campaign for a Mexican lucha libre (wrestling) video game, Heroes del Ring for videogame publisher Konami. We did the entire campaign in Mexico, for the Mexican, U.S. Hispanic, and mainstream U.S. markets. The goal now is to explore other opportunities in the region. For Macy’s we’re tapping Brazilian culture, beauty, fashion and design for their current campaign, Journey to Brasil. I’ve traveled extensively to help build the program and be help craft the creative narrative. We hope to be a strong offering for the increasing number of Latin American companies that are stepping confidently in the global stage.”

Portada: Smirnoff and Western Union are Profero clients. Do you plan to do USH work for them going forward?

R.R.: We want to explore opportunities for growing organically with our existing clients. Western Union and Diageo are clients that could benefit from an integrated approach. Much like Vonage will gain from our consolidated offering, we expect other brands to see the benefit of jointly tapping our strategic expertise with the Latino consumer and Profero’s unparalleled mastery in global digital.”

Portada: What are the current clients of VoxProfero and for which services?

R.R.: Vonage: Hispanic AOR providing Advertising, Creative, Marketing, Media Planning

Macy’s: Hispanic AOR providing Strategic Planning, Advertising, Creative

PepsiCo: Hispanic AOR for Corporate Strategic Communications – PR / Creative Projects

General Motors: Hispanic AOR for Corporate Diversity / PR