Micro-network iris Worldwide is to expand into the Middle East through a partnership with Dubai-based boutique agency Expression.
The Dubai agency will officially join the iris network on 15 October, with Expression becoming iris Middle East. The operation will be led by Scott Feasey, who will take on the role of managing director and was previously managing partner of Expression. David Brook will be creative director.
The 21-strong team will offer through-the-line creative services in line with iris’ ‘creative diversity without borders’ premise, including advertising, branding, customer relationshipo management, design, direct, interactive, promotional and strategy.
Luke Nathans, regional CEO of iris for Asia Pacific, said: “We’re thrilled to be entering the Middle East – it’s another great step forward for us. Innovation is about cultural and geographical diversity and being able to participate in a world where interesting things are going on – this will enhance our partnerships with clients around the world. We’re always looking for people that share our values, and there is a real synergy between Expression and iris. Expression, like iris, is not bound by conventional media or discipline thinking and we’ve admired each other’s work for a long time so this make a lot of sense.”
Feasey added: “We’ve always been great fans of iris – they’re leading the pack with their forward-thinking approach to creativity. iris arriving in the Middle East will take consumer engagement and creativity in the region to a new level. We’re looking forward to offering the MENA region the iris way of building and growing brands. Our clients are really excited.”
Iris is one of the fastest growing micro-networks in the world, with more than 1,000 employees across 15 countries in markets such as Mexico, China, Indonesia, the UK, India, the US, Singapore and Australia. Its clients include Sony Mobile, adidas, Shell, Reckitt Benckiser, Audi and Philips. Expression’s clients, which include Lufthansa, Bridgestone, Jumeirah International, Gulf Food Industries, will now be able to tap into the resources of the iris global network. Expression was launched in 2002.