Digital agency Profero (www.profero.com) has acquired a stake in New York-based, Latino-focused advertising and content agency the vox collective. As part of Profero’s investment, the vox collective becomes Vox Profero (www.voxprofero.com), an independent digital-centric agency part of the Profero network. Financial terms of the deal were not disclosed.
The vox collective co-founders, Roberto Ramos and Susan Jaramillo, will lead the new entity as president and chief creative officer, respectively. Vox Profero will continue to offer its clients fully integrated advertising and marketing services, with expanded digital capabilities that will marry vox’s strong Hispanic and Latin American insights with Profero’s global digital and social marketing strengths.
“We are thrilled to welcome vox to Profero,” said Profero co-founder and Global CEO, Wayne Arnold. “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.”
“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,” said Mr. Ramos. “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 Vox Profero offering taps into the growth of the U.S. Hispanic markets. The most recent U.S. Census tally put the Hispanic population at over 50 million, with more than $1 trillion in purchasing power. This growth is primarily fueled by young U.S.-born Latinos, a group that is outpacing others in digital engagement. The opportunity is also fueled by the burgeoning economies of Latin America, especially Brazil and Mexico, as well as by the rise of the region’s digital and mobile middle classes.
With a mission to help clients create ideas and programs Latinos can belong to, Vox Profero will kick off a knowledge series entitled, “conectados: a Latino digital roadmap” presenting the Latino digital business opportunity, key behavioral insights of the digital Latinos, specific trends and opportunities per industry, as well as other proprietary information to both inform and stimulate thinking regarding how to best approach digital and social media strategies for this market.