Diffusion enters US market with New York office

NEW YORK: London-based agency Diffusion has expanded to the US by opening a New York office.

NEW YORK: London-based agency Diffusion has expanded to the US by opening a New York office.

Diffusion co-founder and US president Ivan Ristic is leading a team of four in the New York office, and he is looking to hire more staffers in the future. Dan Tudesco, a newly hired senior campaign manager at the firm, will support New York operations, while Diffusion co-founder Daljit Bhurji will remain in the UK and lead its London office.

Diffusion US has three clients at launch, including phone recycling company SellCell.com and mobile software specialist Antenna. The firm launched a new website on Wednesday.

Diffusion is the latest in a string of British firms extending their reach to the US. In July, UK-based Frank PR also entered the US market with a New York office. Last November, London-based communications firm Hotwire expanded to the US with the launch of offices in New York and San Francisco.

In addition to bringing the agency's integrated communications to the US, the firm will also incorporate the accountability model it uses with UK clients.

“We're happy to tie the success of the campaign to how we get paid by the client,” explained Ristic. 

He said this approach, which focuses on a campaign's targets and goals, is an agency model that has worked for Diffusion in the UK and has helped it see significant revenue growth there.

After talking to clients and doing research, the firm found that “there's a real need in the US agency market for somebody to offer that kind of transparency, honesty, and option,” said Ristic. 

While there are no immediate plans to open another office in the US, Ristic said it's a future option. 

Diffusion, which launched in 2008, has 30 staffers in its London headquarters and works with clients such as L'Oréal, Hotels.com, Lionsgate, Nokia, and Air New Zealand.

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