Interpublic buys digital network Profero and integrates with Lowe

The world’s largest independent digital agency network Profero has been bought out by the Interpublic Group and is set to be rolled into the Lowe network, with the aim of creating a “fully integrated offering” in five key areas including Australia.

The agency will be renamed Lowe Profero and be led by the current management team with co-founder Wayne Arnold as global CEO, with plans to roll the brand out to other “growth markets” globally.

Speaking to Mumbrella from New York this morning Arnold and Lowe & Partners CEO Michael Wall said in Australia 303Lowe and the new offering would remain separate entities but work together to find new opportunities with existing shared clients and new ventures.

Wall added: “Australia is slightly different from what we’re planning in other markets, and that’s as much to do with the nature of the marketplace which is more sophisticated than most. There Profero will be able to use the strong planning and creative talent at 303, and they will be able to harness the deep digital expertise of Profero.”