DMB&B Financial is hoping to tap into transatlantic and domestic opportunities in the US by opening a New York office.
The announcement coincides with the group’s name change, intended to better reflect its broad client base, which includes professional services and business-to-business, as well as financial companies.
The 65-strong advertising, design, direct marketing, interactive and corporate communications group is now known as Masius.
The week-old New York office is headed by Rebecca Tudor-Foley, formerly executive creative director at Omnicom’s financial advertising agency Doremus & Company. After hiring a team of “core local talent… we would like to take people [there] from the UK,” says Masius chief executive Andrew Porter. A design team is yet to be appointed.
Porter sees two types of opportunities for Masius in the US: “In the corporate financial and business-to-business [sectors] there is so much transatlantic business right now [such as merger activity between the UK and US]. And the New York-based marketplace is still the biggest business centre in the world. We understand business and finance more than generalist consultancies.”
And while Masius’ sister agencies in the US are well known in the consumer sector, there is a gap in the D’Arcy communications network’s portfolio when it comes to financial and business- to-business expertise, says Porter. The New York office hopes to sign up its first client in the few weeks.
Masius’ parent company D’Arcy, which changed its name from DMB&B last year, is part of recently merged MacManus Leo Dentsu, the world’s fourth biggest advertising and marketing communications group.