-By Gregory Solman

LOS ANGELES Independent Ignited has opened a New York office and hired Bryan Duffy to run it as evp and experiential marketing director. Duffy started last week.
 
The impetus for the outpost, expanding on the agency's presence in El Segundo, Calif., is to generate new business.
 
Duffy arrives from TransWorld, where he was evp of sales and marketing. Before that, Duffy managed the New York offices of event-marketing agencies Proactive and PGI, where he worked with Diageo, ESPN, IBM, Ricoh, Time Inc. and Warner Bros., among others. He's a former global brand director for Converse.
 
In addition, David Axline has joined Ignited's El Segundo HQ as vp, business intelligence. The former vp, director of strategic services for Y&R Brands, Irvine, Calif., worked with Land Rover, Jenny Craig, Toshiba and Hilton Hotels. Axline previously worked on the client side at Hyundai Motor America, mostly in CRM.
 
"The new senior management additions and New York office are really indicative of the agency's growth and direction," said agency president Eric Johnson. "Despite the country's current economic situation, amidst turmoil comes opportunity. We're going to see a major shift in media dollars toward digital and experiential marketing."
 
The announcement came as Ignited promoted Dave Martin to vp, digital media, and Margie Johnson to vp, interactive production, in El Segundo. Martin has worked in strategic program development, media planning and campaign analysis for brands such as Universal Pictures, Activision, Sega, Namco Bandai, Buena Vista and Jamba Juice.
 
Johnson previously worked for interactive agencies such as Media Revolution and DNA Studio, where she handled online initiatives for Sony Pictures, Nestlé's Crunch and Butterfinger, Universal Studios' Jurassic Park Institute, Universal Studios Parks and Universal Music.
 
Ignited clients include Sony Electronics Latin America, EA Mobile, NBC Universal Pictures, Agility and the U.S. Army.