Asia hampered by traditional advertising scene says Iris CEO

The arrival of Millner in Asia in March 2010 for a two-year spell and the company’s optimism for Asia gave the industry reasons to believe that business in the region had not lived up to expectation.

"If anything, the exact opposite is true. Our 'operation Asian dragon' or the 'Armada', headed out, recognising that the Asian market was changing rapidly and growing. We wanted to put together a strong team, work more closely with our clients - which is the main reason I came out here,” explained Millner.

Of the original ‘Armada’, Josh Thomson, regional CEO for Asia; regional creative director Grant Hunter and regional planning director Paul Gage will stay in Asia. Millner said that the operation in Asia-Pacific is now the right shape and size for the business we have today, and the potential they need for the future.

However, Millner was keen to emphasise that it was market conditions in Europe, and not Asia-Pacific, that was taking him back to the UK.

"I'm gutted to be going back. Asia is brimming with opportunity. However, Europe does account for seven per cent of our business, and the market conditions are still uncertain. I’m therefore keen to be around to help Europe continue to flourish," said Millner.

Commenting on the Asia-Pacific market, Millner said, “Its incredible positivism and openness is unfortunately hampered by the traditional agency scene. Clients want retail, digital, experiential, but they are stuck with traditional advertising-led networks.”

Asked whether he considers Iris to be ahead of the curve in terms of client needs in Asia, Millner said that they were somewhat ahead of the curve, but added that there was definitely a demand for something different, which is growing quickly. "In Asia we're already ahead of budget, and the next three years will see us grow even further and even faster.”