Tombras Takes Manhattan, Opening New York Office After Winning 3 New Accounts

Agency will serve Nutrisystem, FreshDirect and Harry’s at new outpost

logos of tombras agency and its clients nutrisystem freshdirect and harry
The Knoxville-based independent agency Tombras is coming to New York to better serve three new clients. Provided

Knoxville-based independent agency Tombras is expanding to New York with three new client relationships.

The agency continues its high-flying momentum, opening an office in New York after being named lead creative for Nutrisystem, creative agency and media AOR for FreshDirect, and lead creative agency for men’s grooming brand Harry’s.

The new office is in Manhattan at Eleven by NeueHouse and will house 15 employees by the end of the year. Tombras chief strategy officer Nigel Carr, who has been with the agency since 2015, will relocate to New York from Knoxville to lead the office as managing director.

“We’ve been eyeing an expansion to New York for quite some time, and because we don’t subscribe to the philosophy that ‘if you build it they will come’ have waited until now to open an office here,” Tombras president Dooley Tombras said in a statement.

“Having such a strong group of client partners gives us the foundation we need, and we’re currently in a number of pitches that will bolster our position. We expect more brands and talent will come when they learn what we’re capable of, and Jeff Benjamin is just another factor in that equation,” added Tombras, referring to the high-profile creative hire of Jeff Benjamin as CCO for the rapidly expanding shop last September.

“We chose Tombras because their strategic underpinnings were unmatched, and their design sensibilities were exactly what our brand, Nutrisystem, needed at this stage of its evolution,” added Keira Krausz, president of the nutrition business unit Tivity Health, Nutrisystem’s parent company.

Consultancy R3 estimated Tombras’ 2018 revenue at $70 million. Since then the agency has grown both its client roster and geographic footprint.

The move marks the second expansion of the year for the agency, following Tombras opening an Atlanta office this summer. That office was also opened around new client relationships, as the agency was named creative AOR for fast-food chain Zaxby’s, creative and media AOR for the PGA Tour Superstore, as well as Kamado and Masterbuilt grills.

The agency also has offices in Washington, D.C. and Charlotte, N.C.

New brand work for FreshDirect rolls out in 2020, a new national campaign for Harry’s is slated for February, and the first campaign for Nutrisystem launches in late December.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
@ErikDOster Erik Oster is an agencies reporter for Adweek.