Opening up an advertising agency in New York City in today’s flagging US Economy might seem like a fool’s errand; however, Profero, one of the hottest digital shops in the U.K., has done just that. Though traditional advertising markets (print, television) have experienced a decline in recent months, the share of online advertising continues to grow, and brothers Daryl and Wayne Arnold, who started the $25 million company ten years ago, are betting the company’s fortunes on the continuation of this trend.
According to an article in Adage.com entitled, “Hot Digital Shop Hops Across the Atlantic,” Wayne, 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.” In addition, the company, which built out its Asian network before coming to the US, is counting on its expertise of this important overseas market as a way to attract U.S. marketers who are seeking to “understand the dynamics of the Asian marketing and learn to localize campaigns there.”
As one of string of U.K. digital agencies to set up shop in the U.S., hoping to capitalize on the shift of ad revenue online, it is easy to wonder whether these British imports will be the savior of “Madison Avenue.” This question may be answered in the coming months, once advertisers and ad experts can evaluate what type of inroads Profero and its competitors have made into this already crowded market place and whether the success of the company’s U.K. and Asian offices can be replicated in North America. If Profero does not live up to its expectations, it could be considered a clear indicator that the Internet advertising is perhaps not recession-proof after all.
Link: http://adage.com/agencynews/article?article_id=126532
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