Profero has appointed Matt Sunderland its first head of planning
following a surge of business wins.
Sunderland was previously senior account manager handling several
Profero clients including Saab, Carlton Online and the New Millennium
Before joining the independent interactive advertising agency,
Sunderland held the roles of strategic planner and media planner at
MediaVest, where he planned and bought campaigns for clients such as
Sunderland will report to Wayne Arnold, campaign director of
Arnold commented on the promotion: ’The head of planning is a crucial
new role within our team which now manages over 35 clients. Matt has
consistently proven himself since joining us from MediaVest and has been
instrumental in co-ordinating and delivering 52 campaigns in April
Last month was a milestone for Profero as it presided over an internet
adspend of more than pounds 1 million over the four-week period.
The pounds 1 million figure excludes any major sponsorship deals and was
generated from the execution of 52 campaigns, including those for
MoneyExtra, SharePeople, BSkyB and Sportal, which appeared on websites
across the UK and Europe.
In six months, Profero has witnessed a leap in online adspend.
Expenditure for the third quarter (October to December 1999) averaged
pounds 450,000 per month, while average spend for the fourth quarter
(January to March 2000) rose to pounds 550,000.
To cope with the increase in business, Profero undertook a recruitment
drive and now employs 50 staff.
Arnold founded the agency with brothers Daniel and Jamie Estrin in 1998
with the aim of handling internet campaigns and utilising emerging
Its client list includes Reed Recruitment, Emap Metro and Excite.