Ivan Ristic leads Diffusion's US launch

Diffusion has launched its first international office in New York as a response to 'lazy' US PR.

Diffusion co-founder: Ivan Ristic leads first US office
Diffusion co-founder: Ivan Ristic leads first US office

The agency’s US operations will be led by co-founder Ivan Ristic, who has relocated to the US, supported by Dan Tudesco, who joins from US-based Brodeur Partners.

Ristic said: ‘Clients we were speaking to Stateside were unsatisfied by lazy newswire-driven campaigns that generate coverage that’s a mile wide but an inch deep.’

The agency will launch with a four-strong team based on Madison Avenue, and has three launch clients, including mobile phone recycling firm SellCell.com and mobile software specialist Antenna.

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