Heineken appoints Iris to handle Green Room music platform in Singapore

Iris was re-appointed following the success of the last year’s event in July in the city. The Heineken Green Room programme is a brand activation concept combining music performances, exclusive parties and lifestyle events.

Iris will be responsible for the strategic development of the beer brand property to be held in November this year. The independent agency will also handle the activation of Heineken’s various music sponsorships, which include tie-ups with the ZoukOut dance event and Mosaic Music Festival.

Luke Nathans, managing director of Iris Experience, said: “The Heineken Green Room property is one of the world’s leading brand engagement platforms and we are looking forward to working closely with the Heineken team in Singapore to make it even greater.”

Separately, Iris has announced the local launch of its in-house strategy consultancy Concise in Australia to expand its geographical coverage. The operation's clients include InterContinental Hotels Group and AstraZeneca.

Concise in Australia will add CRM and loyalty strategy, commercial innovation, research and analytics capabilities to Iris’ offering,

Josh Thomson, the recently appointed regional CEO of Iris APAC, will work with Simon Porter, MD Australia, to oversee the launch and has assigned Peter Clifton Smith to head the office as director of Concise.