Profero's profound insights

Profero, an independent and privately owned digital shop in the U.K., is expanding into North America this month with a New York outpost. Some of the agency's clients include Colgate-Palmolive, Johnson & Johnson and Western Union. Wayne Arnold, CEO of the agency's North American operations, said he's confident digital spending is going to remain strong in the coming months, because web campaigns are more responsive than other types of media.

This agency believes that media and creative must be under the same roof to create effective marketing. Therefore, it's no surprise that some of Profero's best work blurs the line between media and creative. Last year the agency won the gold cyber Lion at Cannes for a teaser campaign it did for Mini, an Alice in Wonderland inspired campaign called "Follow the White Rabbit." With a white Mini as their guide, web surfers were taken to websites they might not normally visit through a virtual porthole.

Another example would be Profero's campaign for Johnson's Baby Lotion. The ad features an interactive game of peekaboo with a baby that demonstrates how mothers can tell if they are bonding with their children. It drives users to the J&J site to get more information.

"Consumer behavior is changing demonstratively," Mr. Arnold said. "All clients share a common theme, which is: How the hell do we get the message to these consumers when they are spending less time listening to us?"

I think that Profero's insight into what drives consumers is up to speed with consumers these days. We want immediate gratification and innovative interaction. Interaction is important when considering a product, especially a new or different product. With a focus on brand's websites, consumers are likely to feel a deeper connection with the product and with the brand. Mr. Arnold, Profero's CEO, said, "How the hell do we get the message to these consumers when they are spending less time listening to us?" Profero has figured out a way to get that message out and that is web interaction. Consumers may not be "listening" but they are exposed to the product on the websites. They can get the information they need and realtionship buliding with the brand that consumer's want. I think that U.K. based digital company will continue to do well in the U.S.

For the Full Article: http://adage.com/agencynews/article?article_id=126532