menu

Profero Co-Founder On Truly Global Capabilities [Cannes]

Profero Co-Founder On Truly Global Capabilities [Cannes]
Advertising

Wayne Arnold, Co-founder and Global CEO of the London based worldwide digital agency discusses what it means for a brand to truly be 'global.'

Carib Guerra
  • 30 june 2012

Wayne Arnold co-founded Profero in 1998, and has since expanded the agency across fifteen cities worldwide and employing over 500 people. Having worked with such diverse clients as Smirnoff, The New York Times, Lufthansa, and TRESemmè, the Profero team understands the importance of international presence. For our coverage on this year’s Cannes Lions Festival, PSFK spoke with Wayne Arnold about going global for good.

Wayne, you are back at Cannes. How do you think the industry has changed over the past 12 months? 

Digital was being taken seriously by most for a while, it is now being taken seriously by everyone, those who haven’t are more than likely out of a job. The new thing is the requirement to be truly global. Global capabilities are the new business cool.

Many Fortune 100 companies know that their future growth is coming from Asia and this is driving the need for global scale and clients are increasingly looking for a digital agency that can handle global accounts. That’s a big change from even only 2 years ago. In 2011, we won digital AOR for Smirnoff, this year for TRESemmè, which is a reflection of that need. This is also having an impact on the digital industry’s dynamics — those who are big are getting bigger and unfortunately it is more difficult for smaller agencies to grow to critical mass with out major outside investment or support.

Is there a particular piece of work your agency has produced that reflects how Profero is evolving? 

Our work for Smirnoff — we are the vodka brand’s global digital Agency of Record. It is fully digitally integrated with digital at the center — all roads lead to it from TV to huge on-the-ground (i.e., live, physical) parties. It is a massive global and local undertaking across 50+ markets, requiring a small army of dedicated talents to make it happen and it is constantly evolving. It is an inspiring and personally defining piece of work to be part of.

What presentation at Cannes were you particularly looking forward to seeing? 

Awards-wise, I’m really curious to see if mobile finally becomes real, creatively — every year since I remember the hype was that “this” was the year. But this year it really feels it could happen, in that  ideas with scale across mobile platforms really are happening. Speakers-wise, a bit of a random one, K-Pop band 2NE1, not because I like their music but I have been fascinated for a while how Korea has been influencing popular culture in Asia.  And of course while it’s not at the Palais, the usual drunken Gutter Bar babble!

Thanks Wayne!

Cannes Lions International Festival of Creativity

Advertising
Trending

PSFK's Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Brand Development
Media & Publishing Yesterday

CNN Launched An Entire Drone Division Of Their News Network

CNN AIR incorporates aerial footage into the corporation's ongoing news coverage

Advertising Yesterday

Uber’s Breathalyzer Cards Let You Know If You Are Sober Enough To Drive

A new campaign from the ride-sharing service raises awareness about the importance of a safe trip home

Trending

Get PSFK's Latest Report: Future of Work

See All
Design Yesterday

Milk Proteins Could Be The Packaging Material Of The Future

A newly discovered casein-based alternative is biodegradable, sustainable and even edible

Technology Yesterday

Intel’s New System Will Help Technology See And Understand The World

Joule is a tiny board for developers designed to bring powerful computer vision to cheap and easy-to-make prototypes

PURPLELIST EXPERTS

Angelo Semeraro

Interactive Developer

Design Yesterday

This LA Hotel Is Designed Specifically For Cocktail Drinkers

The Walker Inn is a new Los Angeles "Bed and Beverage" experience that offers guests an intimate setting for their night cap

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Yesterday

Interactive Art Exhibition For Dogs Provides Endless Fun

Installations created by artist Dominic Wilcox are based on activities loved by canines, such as fetching tennis balls and splashing in water

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs august 24, 2016

PSFK’s Workplace Vision: The Annual Review Becomes An Everyday, Collaborative Activity

Our Future of Work vision is a web-based platform through which teams can collaborate on and monitor performance reviews across all channels, ensuring a happier workplace

Beauty Yesterday

Design Your Own Custom Watch Faces

Customize your wrist device with Garmin's new app that lets you display personalized images or patterns

Syndicated Yesterday

How The Olympics Taught Us Lessons In Cloud Analytics

Dan Vesset, group VP for analytics and information management at IDC, tells how cloud-based business analytics support decision-making

Beauty Yesterday

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

Arts & Culture Yesterday

Artist Shuts Down Sexist Comments By Turning Them Into Images

Rora Blue explores social stigma in a photo series titled 'Handle With Care'

Arts & Culture Yesterday

Japanese Face Wash Creates A Perfect Rose Every Time

Kanebo's latest addition to the Evita line includes an application that dispenses cleanser in the shape of a flower

PSFK LABS REPORT

Innovation Debrief: Boston
Business Concepts Born In 'The Hub'
AVAILABLE NOW

Mobile Yesterday

Twitter Bot Will Warn You If You Are A Troll

An online tool developed out of Intel's Hack Harassment movement helps filter out or notify cyber bullies

Retail Yesterday

Passengers Can Now Earn Airline Miles For Sharing Their Location Data

The Frequent Flyer app measures background data and gives travelers points that can be exchanged for tickets with participating airlines

Advertising Yesterday

The NBA Is Releasing Two Original Shows To Stream On Twitter

The sports league announced a deal that demonstrates an interesting expansion of its content strategy

No search results found.