The custom publisher Redwood has finalised plans for its launch
into the US market, with the international director, James McLeod, set
to establish an office in New York and take the title of president of
The move switches Redwood International's headquarters from London to
New York and signals the publisher's intention to attack the developing
US custom publishing market, three years after establishing an office in
Toronto. Redwood struck a deal with Canada's WSP Marketing to establish
its Canadian-based operation, Redwood CMP, in November 1998. The office
has since published magazines for US clients such as JC Penney, Sears
and Home Depot.
Redwood International holds a 50 per cent stake in Redwood CMP and 55
per cent of the company's second international operation, Redwood
Asia-Pacific, which was established at the same time. The publisher had
been due to move into the US within a year of the two operations being
launched, but delayed until the launch of a Chicago office three months
"You've got to be very, very careful with North America," McLeod
"A lot of British companies have tried to go there with varying degrees
of success. We didn't put in infrastructure and investment before the
accounts being there. We've followed the business."
McLeod's role will be split between co-ordinating Redwood
International's expansion and driving new business within the New York
market, focusing particularly on luxury retail and financial services.
This article was first published on Campaign