Matthew Miller
Jan 22, 2014

Partners expect immediate impact from Lowe Profero combination

The acquisition of digital network Profero not only gives Interpublic's Lowe and Partners an overnight digital upgrade but will also result in significant new business, an expansion of business with existing clients and greater market opportunities on a global basis, according to Lowe and Partners CEO Michael Wall.

L-R: Michael Wall, Wayne Arnold
L-R: Michael Wall, Wayne Arnold

Wall and Wayne Arnold, Profero's co-founder and CEO (now global CEO of Lowe Profero), told Campaign Asia-Pacific this morning that from their earliest "cup of tea" about the acquisition, they realized that the combination would aid the global ambitions of both companies and unlock significant growth potential.

"We will be coming back to you in not too distant future with our first set of proof points," Wall promised, mentioning new clients, expansion of business with existing clients and potential new markets.

Arnold added that Lowe Profero "will have failed" if it does not expand into important markets on both sides of the globe within six months.

"Whether you're talking about communications or advertising campaigns, digital has to be at the core," Wall said. "Having Profero as the centre of our offering answers the questions we've been getting from clients."

Delivering the digital-centric work brands want requires a full range of specialist capabilities. "Profero obviously has that," Wall said. "But importantly, they have it on a global basis. So what this allows us to do is, literally overnight, have the ability to deliver that for existing and prospective clients on a global scale."

The merger will not result in any significant changes in Asia-Pacific. Arnold promised that "every MD, CEO and head of department" will remain, and Arnold himself will remain based in Asia for the foreseeable future.



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