Concise was acquired by iris in 2008 as the first step in the agency's strategy aimed at shifting its offering towards solving broader client issues beyond advertising.
The unit's range of services includes social listening, CRM strategy, infrastructure consulting as well as business process consulting, helping clients to rationalise campaign spending with business objectives.
Concise Singapore is the offering's fifth office in the network and the third in Asia-Pacific after Sydney and China. The arm will be focused on building its own client roster over and above consulting for existing iris clients.
Concise is the customer strategy advisor to InterContinental Hotels Group (IHG) globally, helping to optimise its loyalty program.
In the UK, China and Australia, Concise works Ladbrokes and Genting Casinos on developing their CRM and loyalty capability; Shell and AstraZeneca on commercial innovation; as well as Philips and Sony on their social media strategies.