London multimedia group Hyperinteractive is to open a New York arm in January.
Creative director Richard Mellor will move to the US to run the office, promoting staff to take over the day-to-day running in London. Mellor plans to recruit locally for the US office.
Hyperinteractive Inc in the US will focus on strategic thinking, with London acting as the creative design centre, says Mellor. Due to practicalities, the two offices will be registered as separate companies, but will effectively operate as one.