iris to announce new global creative network with US giant Meredith

Global – Independent creative agency iris and US marketing and media powerhouse Meredith Corporation will announce today the launch of a major new global creative network.

It will combine the global reach and integrated creative services of iris with the scale, content and CRM capabilities of Meredith to offer clients bespoke marketing solutions built around the needs, values and wants of the consumer.

The full details of the initiative are being unveiled this weekend at the Association of National Advertisers Annual Masters of Marketing conference in Phoenix, Arizona, US. Meredith will also announce the rebranding of its integrated marketing arm as Meredith Xcelerated Marketing, reflecting the tremendous growth in clients and digital, social and mobile capabilities it has achieved as well as its status as one of the top US agencies.

Ian Millner, global CEO and co-founder of iris, said: “This is going to offer clients a real alternative to the traditional agency network model and one that is fit for the ‘always on’ world we now live in. This network is built around the needs and interests of consumers. The more we can make clients look and feel part of consumers’ lives the more value we can create for them. This network is about enabling us to create extraordinary ideas for clients that can deliver exponential results.”

“We believe that the best marketing in the world looks and feels more like ‘participation content’ than the more linear models around marketing communication. Meredith are experts in content and in the creation of ‘value-add’ communities built around consumers. We are bringing these skills together with our creative skills in advertising, direct, digital, retail, PR, social, sponsorship and experiential to give the best and brightest clients in the world all the tools they need to get closer to their consumers,” he continued.

Martin Reidy, President of Meredith Xcelerated Marketing, said: “Joining forces with iris provides a new level of capabilities and resources for MXM, and gives us a leadership position in Europe and the UK, Asia and Australia, and North America as well. iris Worldwide possesses tremendous creative resources and marketing capabilities that align with our strategic goal of providing versatile, cutting-edge solutions to our clients whenever and wherever they need them.”

Meredith Xcelerated Marketing is a leader of best-in-class services in core areas including loyalty, analytics, mobile, campaign management, social anddigital. Key clients include Kraft, Honda, Lowe’s, Allergan, and Chrysler. iris will retain its global brand identity and continue to offer a broad range of marketing services but will share consumer insights and additional skill sets such as data, analytics, healthcare and mobile with the Meredith range of companies. iris’ global clients include Sony Ericsson, Microsoft, adidas, Heineken, Reckitt Benckiser, Shell, Orange, Philips and Volkswagen.

The move will create a new type of agency model that will give clients the benefits of iris and Meredith’s combined assets of more than 4,000 people, with 25 offices across 13 countries. Meredith possesses highly rated publishing, broadcasting and marketing expertise in the US and reaches to over 85 million Americans monthly.

Millner added: “We’re going to be a more competitive network for a more competitive world – a world where consumers are becoming increasingly tuned into the value that brands offer.”

iris presently operates in 13 countries including the UK, Amsterdam, France, Spain, Germany, Australia, India, Singapore, China, the US and Mexico.

Meredith is America’s Highest Rated Media Company*. It publishes a range of award-winning home and lifestyle magazines, has 12 broadcast stations and operates more than 30 consumer websites.