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
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.’
10 per cent clickthrough rate and 50p cost per clicks (high response and
low overall cost)
Less than 1 per cent clickthrough rate and above pounds 1 cost per