Red Whistle set to open shop in NYC

NEW YORK: Red Whistle, the Weber Shandwick-owned life-style and

technology agency, is slated to open an office in New York on July


IPG will transfer Weber Shandwick Worldwide (WSW) China MD Diane

McCulloch to establish the hyper-brand's fourth office. In keeping with

the tradition set by the agency's San Francisco, Boston and London

start-ups, she will launch the operation on her own. However, Red

Whistle now has more than 50 employees network-wide, with 30 in San

Francisco, eight in Boston and 18 in London.

"We wanted to be in New York from the start because most of the

lifestyle publications are there," said Lee Caraher, president of Red


Caraher is currently deciding whether McCulloch will work from a WSW

office or an IPG office. She will initially handle client work from

Boston and San Francisco until she wins New York-based accounts.

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