Iris Unveils New Brand Identity
To celebrate its 18-year milestone, Iris has unveiled a new brand identity, which includes a new logo and proposition, ‘For the Forward’.
The agency, which is looking to streamline its offering as a multi-specialist network, has grown 13% year-on-year since 2015 and predicts £100m+ of revenue for the first time in 2018.
The 2017 growth follows new client wins with the likes of Starbucks, Haven, Formula E, Solarplicity and KFC all on board across the agency, with additional growth from existing global clients like Samsung, as well as acquiring growing businesses such as atom42.
According to the agency, ‘For the Forward’ is a statement that looks to reflect the network’s skill set and what it delivers for clients, while the new logo, based around the ‘I’ of iris, is a move away from the existing identity.
The iris network now consists of iris, serving as the integrated creative shop; iris Concise providing management consultancy, data analytics and CRM; and iris Culture specialising in sports marketing, brand experience and entertainment. Some existing clients will work with iris across all of these areas of the business, while others will work with iris on a specialist discipline level.
Pricing specialist Pricing Solutions (acquired in March 2017), digital acquisition specialist atom42 (acquired in November 2017) and creative B2B agency Founded (acquired in April 2016) will take on the new iris brand, but retain their individual names due to the equity each business holds in its specialist market.
Ian Millner, founder and CEO of Iris said: “We asked ourselves, how can we be the most valued and valuable partners our clients can have? Networks are struggling to grow, consultancies are coming in, in-sourcing is growing… For the Forward is representative of our belief that in these unstable and disruptive times the last thing a client should do is play it safe. Our promise to clients is that we will move their business forward and navigate this new landscape. The ability to evolve and move forward is one necessary for survival – and it is something we share with the clients we work with.”
Claire Humphris, co-founder and CMO added: “People are disinterested in advertising, our clients’ markets are changing, platforms are evolving. Clients don’t want silo’s. They also don’t want to work with 100 different agencies, hoping that they can collaborate effectively without ego to answer the brief. We’ve been building that agency for 18 years and I can safely say – there is no agency on this planet that offers the deep range of specialisms iris does, or have the capability to weave them together to create real bottom line value for clients.”
