• by Fern Siegel , November 5, 2024

Indie London agency Pablo is opening a new office in New York. And it's led by a group of ex-Wieden+Kennedy and Fig staffers.

The office will be overseen by Scott Vitrone, chief creative officer, aided by Hannah Hewitt, as managing director. Ellery Ruse will serve as group strategy director. Hewitt and Ruse arrive from W+K.

Vitrone, planning partner Caroline Krediet and group account director Maxie Etess all join from New York agency Fig.

The timing is right: the American economy, which grew by 2.8% last quarter, is growing at a faster pace than the U.K.

The new agency claims to have three clients, but has yet to name them.

Pablo’s London clients include Dr Pepper, Deliveroo, Wilkinson Sword, Carlsberg, GiffGaff, Visit Britain, Tetley and DFS.

“What I learned quickly was that this needed to be an agency born in America run by American people. To share our working model and Active Brand Platforms and let some of the world's best talent connect that to American culture in surprising ways. I'm really looking forward to what comes next,” Gareth Mercer, Pablo's founder, told Creative Salon.

"Pablo gets described as a brand for now that is home to great talent. This felt like a very natural step as long as we were lead by NYC people."

The award-winning Pablo was founded in 2015. Pablo comes from the Latin name Paulus, meaning humble. Mercer has stated it's an ego-free agency.