The new Manhattan-based operation will be led by a trio of seasoned industry veterans: Partners and Executive Creative Directors Steve Horn and Mina Mikhael, alongside Partner and Managing Director Pauline Tastenhoye. Horn and Mikhael arrive from Translation, bringing a track record that includes Emmy-winning work for the NBA and high-visibility campaigns for Cadillac and Beats by Dre. Tastenhoye joins the leadership team following her tenure at Tombras, where she was instrumental in the agency's expansion, and previous roles at Droga5 and Havas.

Since its founding in 2022, the Toronto-based agency has built a roster featuring brands like KFC, PlayStation, and Sephora. According to Global Co-Chief Creative Officer Dhaval Bhatt, the expansion is less about sheer scale and more about the caliber of talent recruited to lead the office. The team has already begun managing existing US mandates from their new lower Manhattan headquarters, aiming to replicate the creative momentum that recently earned the firm Agency of the Year honors at the Sports Clios and Ad Age's International Standout Agency recognition.