Iris Worldwide has acquired creative planning and strategy consultancy Founded – set up by two former Gyro chiefs – as part of plans to tap into the west coast of the US.
The deal sees Iris take a majority stake in the agency as the two agencies aim to spread their tenticles into the B2B market.
Founded has offices in London and San Francisco and offers brand planning, marketing strategy, communication planning, CRM and social CRM, digital planning and proposition development.
It was launched in 2012 by Gyro chief operating officer Richard Perry (pictured far right) and planning boss Richard Mabbott (middle).
Perry started his career at Haymarket Publishing in 1994, joining Gyro as European vice-president two years later. He was promoted to chief operating officer in 2008, following the departure of founder Gary Brine.
Mabbott had spells at Business Research Group, Ford Motor Company, and mobile firm 3, before joining Gyro in 2005.
Founded’s clients include P&O Cruises, Uniqlo and the Financial Times.
Iris chief executive Ian Millner (pictured, far left) said: “We are really excited to be working with Founded; I think we can learn loads from each other and will benefit from their skills and experiences. We will also be able to work together to build an exciting opportunity in San Francisco, and a more progressive view of the global B2B market.
“I’ve known Richard and Richard for a long time… the business they are building at Founded speaks for itself. I know that they will continue to flourish as part of the Iris network and equally, as part of our extended Cheil ‘Network Built For Now’ idea.”
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