iris Launches WORK.LIFE to Drive 'The Era of Participation'

iris has launched a global B2B service - WORK.LIFE - focused on helping its business clients drive commercial advantage in the ‘era of Participation’, with a global team in place to support existing clients, and bring new B2B clients into the global network.

The WORK.LIFE team and ethos has been built on a new approach to business marketing.  Business marketers are facing the same challenges as their consumer counterparts; of how to harness the growing influence of popular culture, as well as new platforms and technology, to create better performance on investments, more disruptive creativity, more distinctive branding and more involving customer experiences for business brands. iris has long standing expertise in helping to grow ‘Participation Brands’; brands that are purposeful and provocative, category innovating and culture shaping, and able to harness the power of involvement in order to thrive in their market. This expertise has never been more relevant for business brands

The team 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 that fuse world-class skills in business brand strategy, demand generation, marketing automation, content marketing and CRM, PR, Influencer Marketing, sponsorship and data analytics around client challenges.

WORK.LIFE will be led by iris Partners Richard Perry and Richard Mabbot in London, with centres of excellence in San Francisco, Chicago, New York, Munich, Singapore and Sydney.

Richard Perry, Partner, iris: "We’re launching WORK.LIFE as an open invitation to bright and ambitious business marketers who aspire for their brands to become much more than just a credible choice in their categories, but who want greater clarity and creativity of thought, a better blend of capability and more agility of action to help them realize the commercial benefits of building a ‘Participation Brand’”.

iris is already working with a wide range of business clients; technology disruptors WePay and Coupa to manage rapid growth; global technology businesses SAP, Cognizant, and industry titans Shell, Samsung, Philips and WS Atkins to take on ambitious transformation agendas.