As agency rebrands go, it is hardly the most radical, nevertheless Iris Worldwide – which recently created agency-land’s “oldest gang in town” by hiring Mike Cornwell, Chris Whitson, Simon Spyer and Jason Andrews to run its CRM operations – has decided it needs to update its image and proposition.
Out goes the old Iris “eye” logo to be replaced by a Seventies-style ‘I’, which, according to one report at least, “represents a visual representation of its new proposition of ‘For the Forward’, which is to focus on streamlining and strengthening its multi-specialist network offering for clients”.
The new tagline is also designed to “portray a commitment to taking ‘bold leaps’ rather than playing it safe”, with all offices within the Iris Worldwide network being rebranded.
Iris Worldwide founder and chief executive Ian Millner (pictured) 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, insourcing 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.”
Iris has also revealed that the agency has been appointed by Starbucks in Asia Pacific to handle its digital and social marketing, with new work is expected to launch in the second quarter of 2018.
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