R/GA opens London office

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Digital marketing agency R/GA opened a new office in London to serve as its European hub.

The New York-based agency previously shared office space with sister IPG agencies like DraftFCB in Kensington. The new office is between the Covenant Garden and Soho districts at 30 New Oxford St.

"The size of our team and the opportunity of the market meant that we wanted to get our own space," said Dawn Winchester, chief client services officer and executive vice president at R/GA. "London is such a hotbed of creativity, and we want to be where all of this great creativity comes together."

R/GA entered the London market in 2005 when it won the global Nokia Nseries account. For R/GA's Nokia Bluetooth campaign, Bluetooth-enabled posters appeared early this year in London Underground stations, inviting commuters to download London online city guide Superfuture maps to their handsets. Once downloaded, the maps highlighted area hotspots.

R/GA London has 15 employees but expects to have about 20 by early 2007. The new office will continue focusing on creativity and technology as well as mobile marketing and experience design. Ms. Winchester said that clients in Britain have bigger budgets for more experimental tactics.

"Clients are looking for and demanding to hear about innovative ideas," she said. "And they don't just like to talk about these ideas, they are getting up and doing something about it."

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