Cello's Leapfrog leaps into America

Cello-owned Leapfrog is to open its first US office in New York.

Nora Peck – former vice president of brand planning for global advertising agency Grey Worldwide – has been hired to run the office, which officially opens in September.

Judy Taylor, founding director for Leapfrog, said: “The UK is recognised as a worldwide centre of excellence for market research, with British researchers being much sought-after in the US. By launching ‘Leapfrog in America' we aim to capitalise on that demand.”

She added: “Nora is a native of the US, and has a gained a fantastic reputation as a brand planner.”

Prior to Grey Worldwide, Peck was a partner at advertising agency JWT from 2002 to 2004.

She also worked for two years as vice president and senior planner at Saatchi and Saatchi Advertising.

In her new role, Peck will continue to perform an advisory role for off-Broadway Cherry Lane Theatre.

Peck also worked alongside producer and screenwriter Eleanor Bergstein to develop the stage adaptation of the hit film Dirty Dancing.

Leapfrog said the New York office has already secured two major clients – luxury automotive brand Lexus and global pharmaceutical business Glaxo Smith Kline.

Leapfrog currently employs 30 people.