Mobile specialist agency Fetch, part of Dentsu Aegis Network, has just opened a New York office and hired Melissa Greenberg, a former vice president at social advertising platform SHIFT, to manage the new office. She is tasked with building a team and driving new business growth across Fetch North America.
Dentsu Aegis acquired an 80% stake in Fetch last fall with an option to acquire the rest later. Fetch reported 2013 gross profits of approximately $7.6 million. The London-headquartered shop also has offices in San Francisco, Germany and Hong Kong.
Since the acquisition Fetch has signed a number of high-profile new clients including Uber and Expedia. Other clients include eBay and Hotels.com.
“When we originally launched Fetch in San Francisco it was to be close to mobile-first businesses amongst the app economy,” said Fetch CEO James Connelly. “But we’ve seen an increase in demand from more traditional brands as today everyone is trying to crack the mobile consumer so the time is ripe for us to be opening in New York.”
Connelly said that Greenberg, who will run the New York office as general manager, “brings a drive and passion for mobile that everyone at Fetch holds, and we are excited to open our New York office to help customers understand the unique approach that mobile takes to drive revenue.”
Prior to joining SHIFT, Greenberg spent four years leading a sales team at DailyCandy, the women's lifestyle brand. Earlier, she held positions at IAC Advertising and CBS Interactive.
“The era of ad banners is dead,” said Greenberg. “Brands are looking for guidance in how to be more strategic with mobile and not reuse desktop and broadcast techniques. Fetch has proven through its proficiency in mobile, analytical approach and FetchMe Dashboard that they truly understand the Mobile generation.”
When Dentsu Aegis acquired Fetch last November it said the mobile shop would work with other Dentsu shops such as Carat, Vizeum, Isobar, mcgarrybowen and other units to help scale and accelerate the group’s mobile capabilities.