The digital agency, best known for its regional Mercedes-Benz work, said Wood would be charged with driving the development of Profero Singapore into an ideas hotshop, "providing responses to rapid changes in consumer behaviour, with the intention of developing ideas that can be licensed or sold to businesses for a royalty".
Wood added: "It's a very strong statement from Profero, promoting a creative director to head an office — especially this office, at this time, when Singapore is promoting the value of ideas and creativity, and the digital marketing space is growing faster than ever."
Wood joined Profero in September 2005 from Wunderman Hong Kong, shortly after Byrne came on board from Wunderman Singapore. At Arc, Byrne replaces Mark Renshaw as regional director of interactive/ CRM, following the latter's relocation to Arc Chicago as vice-president of one-to-one marketing solutions.
"As we build our business, we are expanding our team to ensure we have regional leadership across each of our core disciplines of digital and direct, retail and shopper marketing and promotions, and events in both the strategic and creative field," said Arc regional president Charles Cadell, to whom Byrne will report.
Arc has performed strongly in recent months, securing new business from clients such as SK-II, Tiger FC, Maxis and Indosat.
