New-media agency Profero prepares for European operation

The independent new-media agency Profero has revealed plans to expand into Europe by the end of the year.

The independent new-media agency Profero has revealed plans to

expand into Europe by the end of the year.



The company, which provides creative and media planning and buying

services for online advertisers, is planning to have four European

offices up and running by the end of the year in Hamburg, Madrid, Milan

and Paris. The new offices would target local businesses as well as

servicing Profero’s existing clients in Europe.



Profero already has close relationships with several new media players

in these European cities, and has been buying and planning campaigns on

a European scale for the past 18 months. But Daryl Arnold, chief

executive of Profero, said the company’s growth would be organic and

would not involve acquiring or merging with existing European

agencies.



’The vibrancy is there to partner, but in an intelligent way,’ Arnold

said. He stressed the importance of working with specialists but

commented: ’The quickest way to go bust is to stop focusing on what you

do best.’



Profero, whose clients include BSkyB, Carlton and Ladbrokes, is also

keen to allow for the cultural differences that are present in agencies

across Europe.



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