One Minute To Midnight to Open in New York

London-based human insight consultancy One Minute To Midnight is opening an Americas office in New York City, to better serve its growing US client base.

Founded in 2016 by Paul Laver and Douglas Dunn, One Minute To Midnight (OMTM) focuses on what it calls 'the 4 Dimensions of being Human' - actions, emotions, thoughts and values - to deliver an understanding around how people feel about a brand and how they behave towards it. In addition, the company runs a biannual exploration of the 4 dimensions called The Dimensions Project.

The new office will be headed up by former Thinktank partner Andy Cooper (pictured), who began his career at TNS, before joining The Nursery, and then serving as an AD at Razor Research. Commenting on the launch, Cooper said that although it's a strange time, it also feels like 'absolutely the right time' to take OMTM to the Americas, 'because it's never been more important for brands to really understand the human values which are driving how people feel, think and behave'.

Laver adds: 'We'd always planned for the OMTM deeply human approach to be truly global. The momentum and growth since winning (MRS) best new agency in 2017, and the increasing demand for insight that has real meaning and can be used powerfully by business has necessitated we open a dedicated office for the Americas now'.

Web site: www.oneminutetomidnight.life .