Communications agency Diffusion has 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 SellCell.com 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 team.

Diffusion’s operations in the US will help start-ups and challenger brands to maximise cut-through and compete with established players. The office will also provide opportunities to grow its traditional PR and social media work with its blue-chip clients in its 30-people strong London office, which include L’Oreal, Hotels.com, 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."