Frank Pedersen Joins Deep Focus In Senior Role

Digital shop Deep Focus has named former LBi US CEO Frank Pedersen Managing Director.

Pedersen is tasked with running the day-to-day operations of the social marketing-focused agency. He’ll also oversee the execution of the shop’s growth strategy. He'll be based at the agency's New York headquarters and reports to CEO, Ian Schafer.

The agency has been on a tear in recent months, hiring big name talent and winning new accounts. In May it won social media U.S. AOR duties for Nespresso, a unit of Nestle, after the client decided to ramp up activities across social media channels.

The same month it hired BBDO’s Ron Lent as creative director for its Moment Studio. The agency has recently won new assignments from Pernod Ricard USA, Nestle, and PepsiCo, among others.



“As Deep Focus continues to grow we are bolstering our leadership ranks,” stated Schafer. He cited Pedersen’s track record of “building clients’ businesses and high performing agency teams that deliver innovative and award-winning work.”

At LBi Pedersen was responsible for the agency’s U.S. launch and growth strategy. During his tenure, the shop acquired Mr Youth and expanded its offering to include CRM, analytics and media planning.

Pedersen left LBi in 2012 and since then has advised brands such as Orange, marketing agency Saints New York, tech startups and other groups. Prior to LBi Pedersen was Client Partner at AKQA London where he led the agency’s global retail practice.

Pedersen is also an advisor to marketing tech firms Sharewave, SalonPulse and NPower. 

Deep Focus is a unit of Engine USA, the U.S. arm of London-based Engine Group. 

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