The indie global digital agency that is Profero is turning its focus to the Latin market as it’s now made a strategic investment in New York-based, Latino-focused shop, vox collective. As a result of the former’s acquisition of majority stake in the latter, the new, standalone, digital-focused entity will now be known as Vox Profero. As far as leadership goes, vox collective co-founders Roberto Ramos and Susan Jaramillo will remain in charge of the new operation and will serve as president and chief creative officer, respectively.
In a statement regarding the deal, Ramos says, “The new Vox Profero boldly deepens our digital capabilities, allowing us to bring existing and future clients campaigns, content, and assets to digitally-savvy Latinos around the world. Partnering with Profero also brings us into a global arena where Latino culture continues to set trends, allowing our team to collaborate in shaping crossover campaigns.”
The first order of business for Vox Profero is a new “knowledge series” called “conectados: a Latino digital roadmap,” which, among other things, presents the Latino digital business opportunity, key behavioral insights of the digital Latinos, specific trends and opportunities per industry.
Financial terms of the Profero/vox deal were not disclosed.
(pictured above l-r: Ramos, Profero Americas CEO Aaron Reitkopf, Profero co-founder/global CEO Wayne Arnold, Jaramillo)