School Reports 2016: MullenLowe Profero


A new-business drive and compelling digital work were the defining characteristics of MullenLowe Profero's 2015.

The agency claims to have won 75 per cent of the business it pitched for last year. This is evident in its tally of 11 new clients, including Amazon Payments, Lebara, Hunter and Funky Pigeon. Furthermore, just one client dropped from its list: a project for Small Luxury Hotels of the World came to an end.

In its second year as a Lowe agency, Profero is reaping the rewards of partnering with its sister shop MullenLowe London. As a result, the agency also extended its relationship with Diageo, adding the ecommerce account to its portfolio.

As the new-business machine powered on – MullenLowe Profero picked up a similar number of clients in 2014 – the work didn’t slide either. The agency redesigned the Diageo single-malt whisky site to offer a simpler and more seamless user experience. With a whisky guide and a "find the right whisky for you" section, MullenLowe Profero helped the drinks giant target both people new to whisky and the connoisseurs.

For Seat, another client shared with MullenLowe London, the agency developed a new website and helped the brand become the first in the automobile category to make use of Facebook’s 360-degree video feature.

Dale Gall and Wayne Arnold have proved that the Interpublic buyout is working – and they will want to build on that success in 2016.

How the agency rates itself: 8

"A year defined by collaboration, competitiveness and creativity. Collaborating with MullenLowe to expand our footprint across Unilever and Diageo. Competitiveness evidenced by 11 wins. Creativity imbued in work for, and Creativity through global launches for Haig Club and Magnum. Supported by 100 per cent client and leadership retention. A year of 30 per cent revenue growth and record profits. Boom."

MullenLowe Profero
Type of agency Full-service digital
Company ownership Interpublic
Declared income £31m
Total accounts at year end 28
Accounts won 11 (biggest: Diageo e-commerce)
Accounts lost 1 (Small Luxury Hotels of the World)
Number of staff 102 (+5%)
Key personnel Wayne Arnold, global chief executive
Dale Gall, chief executive, EMEA
Buster Dover, managing director, EMEA
Eloise Smith, executive creative director
Neil Ramsden, managing director, media

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.