SHIFT Communications Picks Austin for Expansion Office


Austin isn’t all about South by Southwest and keeping things “weird.” The home of University of Texas at Austin is also something of a demographic dream, with a disproportionate number of young, college-educated, well-paid professionals who are just the sort of people that so many tech companies want to reach. (Check out the city’s own take on its changing population here.)

For that reason and others, SHIFT Communications of Boston has chosen the city as the location for its newest office, the agency’s first expansion in five years. In yesterday’s announcement, CEO Todd Defren mentions “strategic clients with ties to the Austin area,” noting that “there are more startups in Austin than ever before.”

The new office will be led by Matt Trocchio, an agency veteran and former account director recently promoted to the VP role. In explaining the strategy behind the expansion, he writes:

“Austin has been growing and thriving with high-level talent coming out of its University systems and a consistent flood of new community members flowing from both coasts into the center of Texas.

Although Silicon Valley may be the first place that comes to mind for some, Austin has become a center of innovation for a flourishing tech and VC ecosystem fueling the growth of B2B and B2C companies that align with SHIFT’s areas of focus and expertise.

When you look at our other office locations – Boston, New York and San Francisco  Austin is the next ideal cultural fit for our unique approach to communication strategies.”

To help launch the new location, the firm will hold a “Masters of the New Marcom” event on February 3rd. The talk will be hosted by Defren, VP of Marketing Technology Christopher Penn, recent Spin Sucks inquisition victim whose book Marketing Blue Belt: From Data Zero to Marketing Hero will be released later this month, and EVP of Strategy/former head of social media at Ford Motor Company Scott Monty, who spoke to us about his new gig after SHIFT hired him back in July.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: January 8, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT