ANALYSIS: How to sell to ... Daniel Estrin - Low cost per click will net you some brotherly love at Profero

Can you imagine running a business with your brother? One minute you’re squabbling over the PlayStation console or whose turn it is to visit granny, and the next you’re sitting in a boardroom talking to marketing hotshots from IPC, BSkyB or Ladbrokes about running their pounds 500,000 online campaigns. Even weirder that that - you’re running the company with another set of brothers.

Can you imagine running a business with your brother? One minute

you’re squabbling over the PlayStation console or whose turn it is to

visit granny, and the next you’re sitting in a boardroom talking to

marketing hotshots from IPC, BSkyB or Ladbrokes about running their

pounds 500,000 online campaigns. Even weirder that that - you’re running

the company with another set of brothers.



But that’s exactly what 28-year-old Daniel Estrin has done. The former

buyer for the New York arm of corporate barter firm Active International

sat down with his 25-year-old brother - ex-publicity manager for BSkyB -

and their pals Wayne and Daryl Arnold in the Pitcher & Piano in Soho for

a few beers one evening. Out of the smoky haze, Profero was born.



At the time Wayne was handling online marketing for Merrill Lynch in

South East Asia and his sibling had started a web development company -

it was a match made in heaven.



’We used to fight over everything but now he’s my best friend,’ says

Daniel of his younger brother. ’Wayne and Daryl are also best mates and

are the same ages as us. They even live together - its kind of freaky

really.’



Since that night two years ago, Estrin and the boys have been working

their backsides off to get Profero off the ground. Lie-ins and long

weekends are out, if they get weekends at all.



Daniel likes to get in at 7.45am before the phones start ringing, but

the hard graft appears to have paid off. Aside from handling online

media for its own clients, Profero’s team of 20 buyers looks after

Universal McCann and MediaVest Manchester’s internet clients. Profero

has also just agreed to help out some of Walker Media’s customers: IPC

tx’s internet TV guide Unmissable TV, Excite, Freeserve, the New

Millennium Experience Company and Channel 5.



When Estrin does finally clock off, he goes to see Arsenal, or just

hangs out with girlfriend Melanie in their Mill Hill pad, working his

way through over 600 CDs. Oh, and he sneaks into his study with the

laptop to do a bit of work, because as Daniel explains: ’It doesn’t stop

at the weekend.’





LIKES



Dotcoms



Arsenal



10 per cent clickthrough rate and 50p cost per clicks (high response and

low overall cost)





DISLIKES



Dot Cotton



Tottenham



Less than 1 per cent clickthrough rate and above pounds 1 cost per

clicks.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).