James McLeod to lead Redwood's launch into US market

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

Redwood International.

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

ago.

"You've got to be very, very careful with North America," McLeod

said.

"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