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Profero returns to Hong Kong

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Profero has reopened a Hong Kong office after landing the global digital business of luxury travel retailer DFS.The digital agency closed its operation in Hong Kong in 2010, saying Hong Kong was not a key focus for the company. But with its Asia business now a critical piece of the global footprint, expansion back into Asia is back on the table.Earlier this year the company moved its global CEO role to Asia, with Profero co-founder and global CEO Wayne Arnold relocating from New York to Singapore to focus on growing Profero’s regional network which includes Shanghai, Beijing, Tokyo, Seoul, Singapore and Sydney.Profero's new Hong Kong digs will be overseen by Profero’s South East Asia MD Stuart Edwards and a press announcement said eight new team members will join its existing Asia network.Arnold said establishing a permanent base in Hong Kong was a key strategic decision as the agency looked to further expand its client base in the region.“We already have very strong teams in Shanghai and Beijing where we have been since 2004, so adding Hong Kong gives us amazing coverage in China and strengthens even further our Asia offering,” he said via a statement.Edwards added that establishing a permanent base in Hong Kong represented an important step in Profero’s plans in the region.“2013 has been a great year for Profero in South East Asia, recent client wins such as DFS have combined with our substantial investment into additional talent to create a really strong momentum for us,” he said.“This success has offered us the opportunity to begin to address what we see as a gap in the quality of digital marketing in Southeast Asia across the retail spectrum and beyond.“A strengthened network offers us even more capacity to deliver not only world-class technical platforms, but also the long-term strategic insights and optimisation capabilities to bring them to life.Earlier this year Profero announced a merger with Japanese  communications agency Alien Eye.

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