Formula E Appoints Iris as Global Brand Strategy and Creative Agency

Iris has been appointed by Formula E as its global brand strategy and creative agency for TV, OOH and digital.  The move follows the success of a consultancy project handled by Iris earlier this year. 

Thanks to a successful first three seasons and a growing interest among young racing fans, Formula E - a class of motor racing that uses only electric-powered cars – is growing exponentially.  With a goal to ‘reinvent racing’ over the next five years, the series has succeeded in attracting some of the world’s biggest manufacturers and sponsors, transforming cities like Hong Kong, Montreal and New York into race tracks for weekends over the season.  

Following a competitive pitch the Iris remit will also extend to include the development of culture-shaping content for social and online platforms, to grow the fan base and accelerate Formula E’s journey in becoming a mainstream sport.  The Iris content and production team will work alongside Little Dot Studios, whose existing remit of producing race-focused content remains unaffected by the appointment. 

Ben Padley, Marketing & Brand Director, Formula E: “We’ve already shaken up the motor racing establishment and as we advance into Season 4 we’re looking to build on this, growing our audience around the world. We’re excited to partner with Iris who will not only help us build a disruptive brand for modern day racing fans but also help us innovate when it comes to the product itself. Their expertise in developing culture-shaping brands, and the blend of disciplines they offer, gives us great confidence that together we will be able to fast track the growth of Formula E.”

Adam Wright, co-founder, Iris: “Formula E is the classic challenger and we share the brand’s appetite to disrupt the way people feel about racing. This is the perfect assignment for us, working together with Formula E and its partners to deliver real innovation and involvement in a category that has got too comfortable and familiar. We’re not just looking at marketing communications, we’re developing the product and helping transform the category.”