Global agency Iris has created the new role of director of innovation, AI and technology, who along with two more senior hires, is part of its continued investment in top talent and innovation.
Charlotte Bruton joins from Clemenger BBDO/CHE Proximity Australia with a brief to unite the agency’s innovation and technology functions under one leader, designed to accelerate Iris’ creative and technical capabilities.
Bruton specialises in the impact emerging technologies such as AI, AR and VR are having on communications and business. With over 20 years’ experience in advertising and digital marketing, she has a proven track record in designing strategic plans, managing large-scale technical projects and delivering both optimal operational and financial performance.
In her previous role of technology and innovation director, Bruton led AI and machine-learning integration for global clients including Samsung, Nutricia and Virgin Velocity.
Her work spanned predictive analytics, generative AI systems and mixed-reality experiences, such as Samsung’s Clash of the Commuters Fortnite campaign and the Flipversing activation for Galaxy Flip4, both recognised for turning emerging technology into participative creative platforms.
Reporting into global chief creative officer Menno Kluin, Bruton will oversee the agency’s innovation agenda, from AI adoption and emerging-tech strategy to rapid prototyping and creative showcases.
Her appointment follows two senior additions to Iris’ leadership earlier this year.
Erika Van Den Berg has joined as commercial partner from Accenture Song, bringing over 16 years of client finance and commercial leadership experience. She is responsible for evolving Iris’ commercial models to create greater value for clients and drive progressive, partnership-based growth across the agency.
Meanwhile, Pumie Msengana has joined as managing partner from Modern Citizens, strengthening Iris’ client leadership and operational excellence. A seasoned agency leader with experience at Ogilvy, WCRS and DraftFCB, she has led integrated campaigns for brands including Unilever, Mondelez, Santander and Philips, and is a champion of young talent and diversity in the industry.
Iris insists that, together, these senior appointments demonstrate its continued investment in diverse leadership and innovation excellence, as the agency builds momentum around its “Participate or Perish” proposition – helping brands create meaningful participation in culture.
Iris London chief executive Zoe Eagle said: “Charlotte is idea-oriented, creatively ambitious and a true team player. Her combination of vision and tenacity is rare and exciting, and she’ll be an integral part of continuing to raise our creative game. She brings the ability to harness bleeding-edge technology to reimagine what’s possible for brands participating in culture, perfectly embodying the spirit of our proposition.”
Bruton added: “Iris has always stood for brave, participative creativity – the kind that invites people in rather than talking at them. That spirit aligns perfectly with how I see the role of technology: a driver of connection, creativity and positive change. I’m thrilled to join the team and help shape how we experiment with AI, immersive tech and new creative systems to deliver meaningful work for our clients and their audiences.”
Picture: Top team (l-r): Zoe Eagle, Erika Van Den Berg, Pumie Msengana and Charlotte Bruton
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