WPP Exports Digit To N.Y. From London

London-based interactive shop Digit has opened a New York office designed to bring its unconventional digital advertising to U.S. clients.

The WPP agency has tapped Rob Tripas, a former executive producer for interactive at Crispin Porter + Bogusky, to run the shop, which is expected to have 20 staff members by the end of the year. Tripas is currently filling nine positions for art directors, designers and creative directors. Digit New York will draw heavily on the London office for support as it ramps up, he said.

“We are trying to transfer the technology and creative from the U.K. to the U.S.,” said the 33-year-old.

While Digit New York plans to do typical interactive work such as Web sites and banner ads, it will focus on more unusual campaigns that lean heavily on emerging technologies, said Tripas.

As an example of the London shop’s work, a push for Motorola—its only client in the U.S. so far—included an interactive console transported in a trailer to events around the world. The “Motoglyph” allows users to virtually spray paint on a glass wall, and each image is then converted into a digital sound that can be downloaded as an MP3 audio file or a ringtone from a Motorola site. The Motoglyph, which debuted at a music festival in Miami in March 2004, has traveled the world over the past year.

Digit New York will concentrate on developing campaigns that include ads in video games, mobile marketing and digital billboards for Motorola, in addition to clients of other WPP shops. Tripas declined to give specifics, but said he is meeting with several potential clients.

“We hope to be creating the next round of interactive work,” he said.

Tripas, who relocated from Miami to New York, worked on several notable CP+B efforts, including the “Subservient Chicken” and “Angus Diet” campaigns for Burger King.