LONDON--US PR firm Catalyst has begun its international expansion in London, six months after the business was acquired by IMG.

The agency's global rollout is being overseen by Seb Smith, a veteran IMG executive who previously held senior roles at Cohn & Wolfe and Hill + Knowlton.

Catalyst's London presence includes five staffers and will focus on the agency's strengths in sports, entertainment and lifestyle.

"Catalyst will utilize their London office to service their current client base and assist as needed with global IMG consulting activities," said Catalyst's New York-based MD Bret Werner. "It’s exciting: Seb is a strategic, seasoned marketing communications individual."

London joins the firm's existing offices in New York, Los Angeles and Charlotte. Werner added that the firm is also seriously assessing Brazil as its next destination.