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Iris builds up content offering, hires Buzzfeed brand strategy director

Global creative network iris has appointed former director of brand strategy at Buzzfeed, Digby Lewis, to a lead role within newly formed global content division – Content That POPS.

The specialist proposition is focused on the creation, production, and distribution of content to deliver better value to consumers and clients. Lewis will take on the new role of head of platforms & distribution, up-weighting the agency’s content capabilities, bringing more heavyweight distribution strategy, and using his experience and connections to build iris’ editorial capabilities.

He will report into Matthew Kershaw, who joined the team as managing director of Content in November 2015. He and Digby will drive best practice across the network’s key content hubs – and oversee teams already in place across Asia.

iris is no stranger to content marketing in Singapore – including creating award winning content for LEGO during SG50, to running the “Step Inside the Circuit” content platform for Johnnie Walker.  More recently, iris has expanded its remit with Philips to drive its content marketing operation across Asia.

Mark Hadfield, regional planning director, iris: “The world doesn’t need any more content. What it does need is content that plays an active and meaningful role in the lives of consumers, and can deliver demonstrable value for clients. Our track record of innovating and delivering effective communications in this field is something we’re immensely proud of.”

The Content That POPS ambition is to create more effective value exchange between brands and people through content marketing that has ‘Purpose, Originality, Participation and Shareability’ at its core.  During his 20-year career, Lewis has worked as a journalist, TV producer, online video platform manager and developed innovative brand initiatives, including the BAFTA and Webby-award winning Imagination Series for Bombay Sapphire and Sainsbury’s publishing platform Homemade.

Lewis (pictured) said: “The content team at iris is fully committed to making less ‘stuff’ for its own sake and focusing on work that has a genuine purpose; and as we are part of the award-winning integrated iris proposition, we have the ability to say no when content isn’t actually the answer.”

The content team will sit at the heart of the agency, alongside and working closely with iris Concise, the micro-network’s global consulting, CRM, data & insight business.

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