iris in the news: Rimmel 10 Part of Beauty Feature

For the last few years we’ve been working with Coty across various brands, but most recently with Rimmel helping build awareness for their products in the US.  “Get the London Look” is the international tag line, so we went out and found 10 active video bloggers and asked them to interpret the London Look for their US audiences.
While Rimmel is not the biggest brand in the US market, this is a great example of influencer outreach and using directed product sampling to earn media.  Lots of people want to be celebrities and work in fashion and feeding that passion is something Rimmel can do quite easily.  And you never know, the future editor of Vogue just might be a Rimmel 10 girl.

This week New Media Age included us in their feature article on Beauty marketing online.  Full article is here.

Rimmel London wanted to raise its awareness in the US using online. It worked with marketing agency Iris, which partnered with youth network Ruby Pseudo to find ten American brand ambassadors.

“Developing a social media presence has provided us with a forum to have a direct dialogue with our customers,” says Rick Goldberg, VP of US marketing at Rimmel London. “To truly connect, though, we need to earn the attention of our audience with the content we put out there. It’s not enough simply to have a presence. We know they don’t always want to hear from us alone, so we engaged ten creative, fascinating women to provide their
thoughts on trends, London, cosmetics and creativity.”

The girls have been set ten challenges over ten months, finishing on Rimmel London’s tenth anniversary in the US. “We can link the content they post in their social worlds through Rimmel London’s social media profiles, plus content from,” says Goldberg.

he campaign more than doubled the number of mentions of Rimmel London online within three months, increased the number of monthly visits to from 32,674 to 50,639, and increased the site’s number of monthly unique visitors from 27,943 to 45,108.

Connect by Hertz – Who Says Agencies can’t Code?

In 2008 we did a classic 3 month push to launch Connect by Hertz, a new car club from Hertz.  Like most entrepreneurial ventures it was fast and chaoitc but fun.  We did the branding, site design, user experience and front-end application build.

In August we launched a major revision to the application.

In this release there is advanced filtering of car locations, the ability to book cars across different geographic services and fully editable account information.

Aside from the UX design, iris also has done all of the MS .Net application that talks to the Hertz car club provider, Eileo, via an API.  Great stuff.

iris gets PocketTV on Channel 4

This is a great example of how branded content, well executed, can grow bigger than a marketing campaign and generate real revenue back to the brand and agency.  Great work iris!

Channel 4 to air Sony Ericsson mobile programme

Sony Ericsson’s mobile music and entertainment programme, ‘Pocket TV’, is to air for the first time on Channel 4.

Pocket TV: Sony Ericsson mobile programme to air on Channel 4

Pocket TV: Sony Ericsson mobile programme to air on Channel 4

Channel 4 has acquired the rights to the show, which has been a hit online and on mobile platforms, attracting 8.4 million views across YouTube, PS3/VidZone and MSN during series two.

The show, developed by Iris as branded content for Sony Ericsson, was originally created for the mobile platform and hosted a number of four- to six-minute interviews and live music tracks from artists including Ellie Goulding, Chipmunk and Sean Kingston.

A TV version will now be aired on Channel 4’s T4 and 4Music slots from 4 August.

The programme will include 11-minute shows featuring three videos each. The programme’s dedicated YouTube channel will run until the end of December.

Shaun McIlrath, executive creative director of Iris, said: “This is a great example of a marketing asset generating a value of its own because of the audience it has created. ‘Pocket TV’ has become quite a phenomenon”.

This article was first published on

iris annouces new Americas regional management team

iris unveils new regional management structure for Americas

May 12th, 2010

iris has announced the introduction of a new regional management structure for the Americas, as it looks to strengthen its capability across North and South America.

The team, led by iris’ joint global CEO, Stewart Shanley, will see key figureheads assume new regional roles as part of the restructure in addition to senior management relocating from the London office.

The new regional management team for the Americas, who will all take up their roles immediately, will be as follows: Stewart Shanley, joint global CEO and co-founder of iris; Sean Reynolds, joint global creative director; John Baker, who will relocate from the UK to take up the role of regional digital director; Ben Essen, who will also relocate from the UK to become head of planning; Matt McRoberts, head of business development and Zeyd Rahman, new business director.

Shanley said: “Since the launch of our first US office in 2005, we’ve focused on building our capability and client base. This is a market that is driven by scale, stance and distribution and the benefit of being independent is that we can invest in the geographies and disciplines where our clients need us the most. We now have full service offices in New York, Atlanta, Portland and Miami which has helped us attract clients like Coca-Cola, adidas, Coty and Sony Ericsson.

“The new team sees us combine some of our best-in-class talent from across the network in areas such as digital, planning, creative and general management. This core group of experts will oversee their discipline across the region, ensuring that all our US clients have the benefit of this top quality talent collaborating on their campaigns,” Shanley continued.

Regionally, the agency has offices in New York, Portland, Atlanta and Miami, the latter of which services Latin America. An immediate focus for the new team will be maximising opportunities around iris’ latest offering – the fast-growing Atlanta office, which works with some of iris’ key clients, which include Sony Ericsson, Coca-Cola and InterContinental Hotels Group. The Miami office is fast becoming known as a creative hotshop for South America thanks to recent campaigns like the Johnnie Walker responsible drinking TV commercial starring cricket legend Viv Richards.

iris, which has 17 offices in 10 countries, made the decision to decentralise the global management structure and implement the new organisation in order to help the agency grow in four key territories – Europe, America, China and Asia.

Of the restructure, Ian Millner, joint CEO and co-founder of iris, said: “To stay successful, you have to change as you grow. The new regional management structure will help us expand more quickly and drive the development of marketing services as we look to establish the agency model of the future which is smarter, faster and more flexible in delivering true integration.”

iris was set up by Millner and Shanley in 1999 as an alternative to the traditional networks. Today, the agency provides fully integrated solutions for clients through its specialist offerings spanning advertising, digital, sponsorship, experiential, PR, DM, CRM and strategic consultancy services.

iris’ American operation works with blue-chip clients including Sony Ericsson, Sony, adidas, Hertz, Office Depot, Coty Inc and Time Warner, and was ranked 5th in the large business category of Crain’s Best Places to Work 2008.

Powerade – Take to the Streets and a basketball tracking robot!

This past week-end the combined teams of the iris London — integrated, Experience and Digital — put on a fun event at the NBA Take to the Streets event at Clapham Common. It was quite a nice integrated event / sponsorship leverage idea which in 2 sec was a Powerade sponsored a freethrow competition. The event was a huge hit and all of the onsite signage and engagement ideas were fantastic, but more importantly, clearly,

check out the basketball tracking robot!

As people took their shots, Noah the robot captured the angle the ball hit the hoop and took a picture of the player which was printed out well adorned with Powerade branding.

Powerade Take to the Streets



One set of winners

Reminds us why we are all here – and why we love this business.  Helping our clients to do good fun effective marketing … one robot at a time.

iris PR – Social Marketing Case

Great little piece of PR work by one of our strategists.  It is a great campaign and innovative approach.  Well done Luis and the whole strategy team.

Iris Digital tries no advertising conversation-only strategy

by Daniel Farey-Jones, Brand Republic 26-Mar-09, 12:20

LONDON – Iris Digital is experimenting with bypassing traditional media buying and using only social media conversations to promote a competition for football fans to win tickets to a Sony Ericsson VIP party.

The strategy involves the agency seeking people out on Facebook, Twitter and football forums and blogs instead of buying targeted media.


A Good First Week

In classic fashion in the first week you start a new job, there is a pitch.

Can’t say it was a wholly digital pitch but it was more then digital in parts.

And we won which is always great.

It was also a case of seeing the power a great copywriter can bring to a creative solution.  So often in digital agencies “creative” is thought of as “design.”  It makes sense when you think of the importance of interface and craft in good digital work, but none the less when you see a strong idea with fantastic writing it shows.

Now the real fun begins.

iris wins Hertz