Profero success spurs Sunderland promotion

Profero has appointed Matt Sunderland its first head of planning following a surge of business wins.

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

Experience Company.

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

Scottish Courage.

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

digital technologies.

Its client list includes Reed Recruitment, Emap Metro and Excite.


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