Courage New York’s leadership team, left to right, Steve Horn, Mina Mikhael and Pauline Tastenhoye/Image courtesy of Courage
Award-winning Canadian independent agency Courage is going international, announcing Wednesday morning that it has opened an office in New York.
The new shop will be led by executive creative directors Steve Horn and Mina Mikhael, along with partner and managing director Pauline Tastenhoye. All three are industry veterans, with Horn and Mikhael joining after joint ECD tenures at Brooklyn-based Translation, while Tastenhoye arrives from Tombras New York, where she most recently served as managing director.
Courage co-founder and CCO Dhaval Bhatt tells strategy that a growing list of global client relationships made New York a natural first step for the agency outside of Canada.
“The timing reflects where the business already is,” Bhatt says. “New York is the world’s largest advertising market, so establishing a presence there allows us to support existing clients, pursue new opportunities and access exceptional talent while continuing to grow from a position of strength – not necessity.”
Rather than entering the U.S. market through an acquisition, the agency has assembled a local leadership team to establish the business in one of the world’s most competitive creative markets.
During their time at Translation, Horn and Mikhael worked on projects for brands including the NBA, Meta, AT&T and PlayStation, among others, while Tastenhoye brings experience at agencies such as Droga5 and Havas and is credited with expanding Tennessee-founded Tombras’s growth in New York, leading the shop’s integrated media and creative teams.
“We chose to build Courage New York from the ground up with leaders who know the market,” Bhatt says. “We are proud of our independence as it allows us to make decisions based on what’s best for our people, our clients. Steve, Mina and Pauline bring a deep understanding of the U.S. marketing landscape while fully embracing Courage’s culture and philosophy.”
The launch comes after a stretch of sustained momentum for the agency after opening an office in Montreal last summer. In recent years, Courage has been celebrated for its work with major clients, such as KFC Canada, KitKat, Nescafé, Sephora and PlayStation, and earned major recognition at home and abroad, with numerous accolades that include a Grand Prix at this year’s AToMiC Awards and six Cannes Lions over the past 12 months.
Courage New York’s Horn says he was drawn to the agency for its combination of ambitious talent, independent thinking and fast-moving creative culture. The challenge stateside, he says, will be using those attributes to standout in an increasingly competitive landscape.
“There are a lot of great independent agencies in New York, so differentiation is key,” Horn tells strategy. “Courage combines world-class creativity with an entrepreneurial mindset and, most importantly, moving quickly. We’re bringing that same culture and approach to our new office as we continue to build relationships and grow in the market.”
