Independent agency W Communications is expanding its global footprint with the opening of its fourth international office in Iceland, operating under the name W/Nordic.The agency had previously collaborated on projects in Iceland with consulting firm Instrument and advertising agency Brandenburg. The new office, located in Reykjavik, will be led by Kristj?íni Schram, Vice-President of W/Nordic, who will oversee a team of two full-time employees at launch. Schram will continue his role as lead strategist and partner at Instrument. Lucy Austin, W's International Vice President, based in London, will coordinate the operations across all global offices.W Communications owner, Warren Johnson, explained that the new venture will allow Icelandic companies to leverage W?ÇÖs extensive global network, which includes operations in London, New York, and Singapore. It will also provide global brands with a strong presence in the Nordic region.?Ç£We have seen a huge appetite from Icelandic brands and companies in further globalising their business, not only from a commercial point of view, but sharing the wealth of innovation and ingenuity they provide,?Ç¥* said Johnson. *?Ç£The country's geographical position also provides a natural connective opportunity between North America and Europe, especially in the Nordic countries.?Ç¥Johnson emphasized the importance of local insights for global campaigns, saying, ?Ç£Global campaigns are most effective when informed by hyper-local insights and activated through trusted partners, which is why our collaboration with Instrument is an important link in our plans in Iceland.?Ç¥W Communications now boasts a global team of around 200, working with renowned brands such as Sony, Unilever, British Airways, and Disney.