Addirect begins global push in US

Ambient media company Addirect is opening a New York office as part of a major international expansion. The first US office will open in two weeks.

The company has also signed licensing deals to move into 15 other countries around the world, including South Africa, Germany and Australia.

Addirect, which has pioneered “mirror advertising” across pubs and bars, is also close to signing a joint venture agreement with a major outdoor advertising company in China. It plans to set up a Shanghai office in January to service the partnership.

Addirect managing director Ben Grant will oversee the launch of the US office. The company’s overseas expansion is being funded with backing from a private City-based firm.

The international push will be matched by significant expansion in the UK. Grant says the company will extend its network from 300 locations to 500 by the end of the year and 2,000 by the end of 2007.

The company’s AddMirror allows advertisers to place up to six A4-sized ads in two-way mirrors. Advertisers such as The Home Office, Unilever and Party Poker have used the service.

Nissan is due to launch a four-week campaign on the network next week as part of a tie-in with the forthcoming film, The Devil Wears Prada. The campaign will target women drivers for the Micra marque and will run across 150 Addirect sites.