Walker Media has struck an alliance with the online media and
creative agency Profero.
Profero, which handles online briefs for Universal McCann and MediaVest
Manchester, has already handled ’bits and pieces’ of internet planning
and buying for Walker.
Now the web specialist will be on-hand full time, offering both media
and creative advice to Walker’s clients.
Those with web interests include IPC tx’s internet TV guide UmissableTV,
the New Millennium Experience Company, Channel 5, Excite and Freeserve.
However, the service is available to all Walker’s advertisers.
’All of us here can talk knowledgeably about online advertising,’ said
managing partner Christine Walker. ’But the benefit in teaming up with
Profero is getting real-time online tracking of campaigns, rather than
relying on media owners who still use page impressions.’
Walker added that the trend of placing web advertising into a separate
agency division was ’old fashioned’ and denoted ’narrow thinking’.
Profero was launched in 1997 by two sets of brothers: Wayne and Daryl
Arnold and Jamie and Dan Estrin. Between them they have a mixture of
marketing, internet and media experience.
The agency has 42 staff and clients include BSkyB and Emap Metro.
Daryl Arnold, Profero’s chief executive, said: ’This partnership shows
leading media agencies have recognised the importance of interactive