Profero bosses Hangout with Mumbrella as agency shifts HQ to Asia

Tim Burrowes

March 27, 2013 1:45

Bentley: New Asian focus on Australia

Arnold: Global HQ to Asia

Mumbrella today held a live video hangout with Wayne Arnold, the CEO of global digital agency network Profero and the organisation’s Australian boss Dave Bentley.

The interview coincided with an announcement to be made today that Profero is shifting its global headquarters from New York to Singapore to recognise the shifting of marketing power towards Asia.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

John 27 Mar 13

What does ‘shifting of headquarters’ actually mean to the business? Is it a PR thing or are you actually moving all the key personel such as CEO, ECD, COO, CTO etc?

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Wayne 6 Apr 13

Thanks for the question we are moving key personel starting with myself, this is actually my first full one way ticket weekend in Singapore. We see APAC as a crucial growth driver for us so rather than talking about it and managing it from afar we have made the decision to move talent into the region and there will be more to come.

Hope this helps answer your question.

Regards

Wayne

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