NEW YORK--UK PR firm Diffusion has launched its first international office in New York, headed by co-founder Ivan Ristic.

Based on Madison Avenue, the four-strong team will focus on traditional and social media campaigns 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.

After launching in 2008, Diffusion’s London office has grown rapidly to 30 people, serving a client roster that includes L’Oréal,, Lionsgate, Nokia and Air New Zealand.

“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," said Ristic.

"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’s approach has always been built on being fully accountable to clients and completely transparent on how we use their valuable PR budget," continued Ristic.

"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.”