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Profero Buys Majority Stake in Vox Collective

Digital agency looks to reach Latino markets by taking on the struggling shop, which rebrands as Vox Profero
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Digital agency Profero has purchased a majority stake in Latino-focused shop Vox Collective, the companies announced today. Financial terms were not disclosed.

Vox Collective will rebrand as Vox Profero, while being led by the New York-based agency’s co-founders Roberto Ramos and Susan Jaramillo, who will serve as president and chief executive officer, respectively. Eight-year-old Vox has 25 employees in its New York and San Francisco offices.

Profero, which first established success in Asia and Europe and has quickly gained a U.S. foothold during recent years,  believes Vox’s Hispanic and Latin America insights can help it gain brand clients that are looking to target the significant consumer niche around the globe.

"This partnership keeps us on track to achieve our strategic goals in 2012 by accelerating our growth in the Americas, and by allowing us to offer our clients digital solutions to reach the growing and influential Latino markets," Profero chief executive Wayne Arnold said in a statement.

Meanwhile Vox, which reportedly has fallen on tough times, is going through its second rebranding effort in four years. In 2008, the shop changed its name from Latinvox to Vox Collective.