Agency: Fallon London
By MATTHEW COWEN, campaignlive.co.uk, Friday, 29 September 2000 12:00AM
Michaelides & Bednash is preparing to launch a New York office at the end of October and is dispatching Rupert Newton from M&B London to head the US operation.
M&B has been working on its entry into the US for the past two years to ensure that its positioning is tailored to the local market. It will launch with a proposition built on offering advice on brand strategy that starts from a media perspective.
George Michaelides, a founding partner of M&B, said: 'We're not seeking to have a massive operation in New York and we won't be chasing market share for the sake of it. We've spent two years doing our homework and researching the sort of clients we want to work with, and we're convinced that now is the right time to launch a strategic brand consultancy with a media heritage.'
The agency is now looking for a recruit from the US market to work alongside Newton and hopes to be moving into offices within the next few weeks.
M&B is setting up without a start-up client in the States. Michaelides said that the agency's discussions had focused on getting the offering right and ensuring the right presentation to clients. He added that the environment in New York seemed perfect for the outfit.
'There are lots of people doing interesting things and there is a very exciting creative community as well,' Michaelides said.
M&B enjoyed a summer of high-profile campaigns in the UK, backing Channel 4 event programming in the shape of Big Brother and test match cricket.
The agency's European profile has also been on the increase in recent years, following successful collaborations with agencies such as the Amsterdam hotshop Kessels Kramer.
This article was first published on campaignlive.co.uk