Chris Johns has been hired as partner and managing director of the US business and will report to Forever Beta’s chief executive, Robin Gadsby, with whom he previously worked at Exposure.
The New York office's first client is Gett, a taxi app similar to Uber. Forever Beta also works with Gett in the UK, where it is called Get Taxi.
Johns joined Forever Beta from the music marketing agency Frukt where he was a director and marshalled its US launch. Before that he was head of new business at La Comunidad.
Forever Beta’s new office is in the Dumbo area of Brooklyn in the New York mayor’s media centre. In addition to Johns, the office is staffed with two account executives, although Forever Beta is in talks to hire an executive creative director and a creative strategist.
Johns said: "We aim to replicate much of how the UK business has been shaped here in the US. Forever Beta has been crafted to service clients needs for today’s media landscape, while forever planning for tomorrow, and the timing seems right for brands to embrace a truly progressive agency perspective."
Gadsby said: "I think we got a good proposition, very start-up and entrepreneurial, and we want to expand our offering."