In Europe, things are more tolerant and that may to an extent be reflected in the levels of service in account management. Having said that, because companies are so multinational in focus and staff, we certainly have high standards of expectation as well. So there is a transition required to succeed in New York. Our ambition is to be the leading creative agency in New York, and the new office has the potential to be largest Deepend office in the world. I really think good design is international.
Good design transcends borders.
There are people in the US who would like to own a BMW, just as there are people in Europe who want to buy a Jeep. They are both good pieces of design and both sell very well worldwide. Deepend prides itself on not having a house style understanding and then designing for the brand we are working with, so we're not just bringing European design with us, we're bringing an ethos of creative excellence on all levels in worldwide design. We've also brought aboard many US designers, with experience and out of school. A few days after talking to students in schools in New York, we had 1200 job applications - from there we handpicked a design team that we believe is second to none.