Real world marketing agency Sense is opening a new agency in the US, initially to handle experiential marketing programs for The Economist in North America, but with a long-term strategy of expanding its US business base.
“Sense New York is an exciting milestone in the development of the agency,” said group managing director Nick Adams. “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.”
The business will officially be trading from the beginning of 2017, headed up by Sarah Priestman a board director of the London agency, who has been with the agency for more than 10 years. Priestman will be relocating to New York, taking on the role of agency President and will be supported by a full service team comprising existing UK staff and other specialist talent recruited locally. “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”, said Priestman, “which is why we’re relocating some existing talent as well as hiring new recruits locally.”
Commenting on the appointment of Sense, 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.”