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."