London calling: Project Worldwide announces European expansion, office in central London

Project announced a central hub for four of its agencies in central London, expanding reach into Europe / Gordon Williams / Unsplash

Independent agency network Project has announced that member agencies Wondersauce, Spinfex, Praytell and George P. Johnson (GPJ) will all have a centralized office in central London, while also expanding its reach into Europe.

For over 11 years, Project EMEIA and experience marketing firm GPJ’s United Kingdom branch operated in southwest London, just outside of the city’s main hub. Moving to a more central location has been a priority for the independent agency network, largely due to the growth and expansion of its member shops. Once three agencies took up shop in the city, the network considered this the right time to have a central hub.

“London is an important market for many of our global clients and a source of tremendous creative talent,” said Robert G. Vallee, Jr., chairman and chief executive officer of Project. “We expect to see more of our agencies making the move in the next year or two as our clients are requesting a bigger presence for our people in UK and Europe.”

This isn't the first time Project agencies have shared a physical space: in New York, GPJ and Motive work under the same roof, and in Dallas, shopper marketing firm Shoptology and GPJ share a space.

“Creativity and collaboration are cornerstones of our network, and this new location will help us do what we do best,” said Project EMEIA chief executive Joost Dop. “We are thrilled to have Spinifex, Praytell, and Wondersauce sharing this space with the GPJ teams. Having four agencies, each with a unique set of skills, under the same roof will make everyone smarter about what we do.”

John Sampogna, co-chief executive of Wondersauce, agrees that London makes sense for the digital agency (it opened its first international outpost there in 2017): “Although it’s vastly different from the US market, the response we’ve seen stateside and the growth we’ve generated for our clients signal there is pent-up demand for a more nimble and progressive advertising agency that can balance a diverse mix of marketing and technology.”

The larger space will have an open plan layout, as well as a space for small events called the Roundhouse and a VR/AR lab to boost the agencies’ tech capabilities.

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