The new agency will initially handle experiential marketing programs for The Economist, but will maintain a long term strategy of expanding business in the USA.
Sarah Priestman, board director at Sense, will head up the agency, taking on the role of agency president in New York. The overseas team will be comprised of existing UK staff, as well as other specialist talent recruited locally.
Priestman said: "It is critically important, from a client and cultural perspective, that Sense New York is started by a team with the right blend of expertise. which is why we’re relocating some existing talent as well as hiring new recruits locally."
Group managing director Nick Adams, said: "Sense New York is an exciting milestone in the development of the agency. We’ve always held an ambition to expand overseas and being appointed to handle the North American campaign for The Economist provides us with a great opportunity to start a proper agency, with a full team and resources. This is an important strategic investment in the growth of Sense Group and we are already talking to other global clients about extending our relationship into North America."
Marina Haydn, senior vice president , circulation and retail marketing at The Economist, said: "Sense won a competitive pitch by convincing us wholeheartedly that their understanding of our brand, combined with their unique operational capabilities as an agency and track record in the UK are the right ingredients for The Economist's success with experiential activations in the US."
Business will officially begin trading from the beginning of 2017.
Earlier this month, Sense gave a talk encouraging brands to become more human. In October, the agency teamed up with Hasbro gaming to stage a Bop It tour across the UK.
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