Hasta La Creative!

MUH-TAY-ZIK|HOF-FER, the formerly independent agency that was acquired by VCCP in May, has opened a new operation in New York City and hired Nick Johnson, founder of The Incite Group, to run it.

This news is not a revelation: In a May Adweek piece, ECD and co-founder John Matejczyk stated that he planned to open a Manhattan location with the backing of London-based VCCP. The story also noted that the two agencies “plan to eventually enter the South American and Asian markets,” though it did not specify how, exactly, that might come about.

We’ve been in touch with MUH-TAY-ZIK’s PR team about this development since August, but they have so far declined to comment directly. Multiple sources, however, confirmed that Johnson will oversee the office and serve as president, and it seems that his title will apply across the entire organization since the agency does not currently list anyone in that position.

Various sources tell us that the New York operation remains small at this time, with a staff in the single digits. The creative department has yet to expand to Manhattan, which is primarily focused on new business. Details regarding the MUH-TAY-ZIK|HOF-FER New York location are currently unavailable, and it’s not clear whether the lease has been finalized. But we do know that the team itself has been working in an alternate space.

If the New York office ever resembles the agency’s San Francisco headquarters, there will be lots of white.

Johnson worked at various marketing companies in the U.K. before founding The Incite Group, which describes itself as “A global intelligence company” that handles both paid and earned media (social, email marketing, advertising, PR) and produces “Conferences, reports and analysis on how to engage your customers and drive sales,” in 2013. It’s not clear at this time whether he will play any role at Incite moving forward.

Some small changes occurred in the San Francisco office of MUH-TAY-ZIK|HOF-FER prior to the New York move, with former AdAge journalist Maureen Morrison joining the shop in a content-focused role and a very small number of employees let go due to changes in the agency’s relationships with clients Netflix and SoFi, which moved toward more project-based work.

Updates as we get them. At the very least, expect MUH-TAY-ZIK|HOF-FER to begin more aggressively pitching new business in Manhattan in the months to come.