Iris Singapore hires head of culture to grow PR capabilities

Iris Singapore has appointed Leah Eser as head of culture to drive growth of the agency’s PR and influencer capabilities and streamline the agencies current culture offering. She reports to Sorcha John, managing director of Singapore.Eser joins from Iris Culture in London, which specialises in sports marketing, brand experience and entertainment. During her time in London, Eser was a director in the PR team, working closely with brands such as BMW, Samsung and BRITA. This was to develop compelling communications strategies across multiple channels to drive PR value for key campaigns.In a statement, the agency explained that Eser’s move is a significant step in “building a worldclass, fearless Culture team in Singapore”. Through the move, the agency hopes to develop the agencies current Culture proposition in Asia, and help to push greater and more effective ideas that resonate with brands audiences. This will be done by having a diverse collective of PR, social and experiential specialists from various backgrounds and skill sets.“Culture is in some ways a bit of a funny title to be owned by one person, everything we do should be infected by, and inject itself into, culture, but so often we see a lack of this in adland. So while Eser brings with her deep expertise in PR and influencer, her role will span our entire creative product, ensuring that we maximise the creative opportunities to shape and be shaped by the culture all around us,” Sorcha John, managing director of Iris Singapore, said.“It’s an incredibly exciting time to be joining Iris Singapore. The agency is producing some outstanding creative work and getting recognition for its strong commitment to Iris’ new ‘for the forward’ proposition,” Eser said.The move follows the iris Singapore’s recent account wins including Starbuck’s digital and social account, Kerry Foods, Jägermeister and Hugo Boss. Iris was picked for creative duties for Hugo Boss in Singapore, supporting Jägermeister with its Asia Pacific brand strategy and leading innovation for Kerry Foods. It also follows the agency's recent global rebrand.