NEW YORK, October 3, 2012: Integrated PR and Communications agency Diffusion has today launched its first international office in New York.  Based on Madison Avenue, a four-strong team will be implementing campaigns across traditional and social media channels for brands in the consumer, technology and mobile space.

Diffusion sets up shop in the US with three launch clients, including mobile phone recycling pioneer and mobile software specialist Antenna.  The agency’s US operations will be led by Diffusion co-founder Ivan Ristic and supported by Dan Tudesco, a new addition to the Diffusion team.  Previously, Tudesco worked at Brodeur Partners where he helped design, lead and execute consumer and business campaigns for influential brands including BlackBerry maker Research in Motion (RIM), Discovery Education and the Application Developers Alliance.

Diffusion’s operations in the US will use the firm’s expertise in helping start-ups and challenger brands to maximise cut-through and compete with established players.  The company’s first international office will also provide opportunities to grow its traditional PR and social media work with its blue-chip client in its 30-people strong London office, which include L’Oréal,, Lionsgate, Nokia and Air New Zealand.

Ivan Ristic, President, Diffusion US commented, “Too often the clients we were speaking to stateside were unsatisfied by lazy newswire-driven campaigns that generate coverage that’s a mile wide but an inch deep. PR needs to move the needle – that requires a laser-like focus on audiences, influencers and campaigns where the quality of outputs deliver outcomes that actually make people think and then behave differently. It’s time to retire the shotgun approach to PR.”

Diffusion was launched in 2008 by Daljit Bhurji and Ivan Ristic to provide both integrated thinking to communication campaigns across traditional, digital and search and improve accountability in the UK PR market.  The agency’s 50 percent year-over-year growth has been driven by the attractiveness of a remuneration model linked to campaign benchmarks.

Ristic continued, “Diffusion’s approach has always been built on being fully accountable to clients and completely transparent on how we use their valuable PR budget. We believe PR agencies should be prepared to act as both a long-term strategic partner and also put their money where their mouth is when it comes to campaign implementation.  It is a model that is already finding appeal across the Atlantic and we hope it will help shake the market.”

Meghan Attreed, Manager Global Communications, Antenna, commented, “We’ve worked with Diffusion in Europe for almost three years and have been impressed with the depth of their industry knowledge, the quality of their counsel, and the financial accountability of their approach. Diffusion operates as a true extension of our team and are invaluable, so of course when they asked if we would be a launch client in the US, it was an easy decision.”


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