StrawberryFrog to open NY office

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[Amsterdam, Netherlands] StrawberryFrog, a 5-year-old agency that specializes in international brands, is opening an office in the next few weeks in New York, its first outside Amsterdam. Scott Goodson, the Canadian co-founder and creative director, said StrawberryFrog will announce its first U.S. client next month and is hunting for a top creative to join the New York team. "We are talking to some very senior people at some of the hottest agencies in the U.S.," he said.

The New York office will be run by Heather Fullerton, an American who is now a senior account director at the agency's Amsterdam headquarters. She will be joined by Tracey Lee, a senior strategic partner from M&C Saatchi in New York, and Adam Carey, an account director recruited from Amster Yard in New York. Strawberry-Frog's work for clients such as Ikea, Mitsubishi Motors Europe, Sprint, Asics sneakers, Blackberry, Pfizer and Sony Ericsson cellphones has run in Europe, Asia and the U.S. Mr. Goodson said he'll spend a lot of time in New York this year, and is also relying for introductions on Uli Wiesendanger, StrawberryFrog's chairman and a founder (the "W") of TBWA. He said he is still figuring out "to what extent New York will be a traditional office. It may just be a base station. Clients want to pay for people, not smart offices, and we already work with a network of talented people based all over the U.S."