New ‘Lift Up Everyday’ campaign from Iris celebrates small positive self-improvements in trying times, as Singapore's top local brand targets both budget-minded and aspirational shoppers.
Other agencies within the Cheil Worldwide network (Cheil, Barbarian, BMB and McKinney) have also pledged to join the initiative.
AGENCY REPORT CARD: As a small agency in a consolidating market, Iris already has the odds stacked against it. With top management flux and several business losses, can Iris keep its focus and thrive despite its lack of heft?
The APAC CEO will not be immediately replaced at the Cheil-owned agency network.
The agency’s business was hobbled by sweeping top management changes and a loss of business especially from Covid-afflicted businesses, but by winning more business from star client Samsung and building three or four other pillars, it hopes to regain lost ground.
It was a tale of turbulence for M&C Saatchi in 2020, of plunging declines and rapid recoveries, that meant the agency network spent most of its time planning for normalcy rather than developing new products.
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