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Natalie Cooke

Iris creates global team to draw in B2B clients

Iris has created a global team called Work.Life to help business clients drive commercial advantage and bring new B2B clients into the global network. The team has been built based on Iris’s approach to business marketing.

The team will be led by Natalie Cooke (pictured), business director at iris Singapore, for the APAC region. Meanwhile, it will be led by iris partners Richard Perry and Richard Mabbott in the UK, with centres of excellence in San Francisco, Chicago, New York, Munich, Singapore and Sydney.

Iris is already working with a wide range of business clients in Singapore including global technology businesses SAP and Samsung to drive sales revenue and create world class customer experiences, as well as IHG and Shell to take on ambitious transformation agendas.

Work.Life will leverage the growing influence of technology to connect with new generation decision makers. This is in an attempt to drive more disruptive creativity, more distinctive branding, more involving customer experiences and more tangible commercial results for business brands.

It will bring together B2B experts from across Iris’ 1,000 strong creative innovation network, including from business consultancy arm iris Concise, and from recent acquisitions and investments Founded, Pepper and Unrival.

Clients will benefit from expert teams specialising in business brand strategy, demand generation, marketing automation, content marketing and CRM, PR, Influencer Marketing, sponsorship and data analytics around client challenges.

“We’re launching Work.Life here in Asia Pacific to provide business marketers with a much more agile agency proposition. With the fast paced changes afforded by technology, business brands can now influence their audiences where they consume and connect with much more precision and intelligence.

According to Cooke, while trust and strong business relationships remain key to business success, increasingly iris is seeing its clients start to move away from traditional top down decision making and sales models and focus their efforts and resources in aligning their sales and marketing teams.

“Having a core team of multi disciplined business experts ensures a precise focus on the bigger business challenges, this allows us to drive the strong commercial benefits of building an innovative ‘Participation Brand’,” she added.

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