How strategy has shaped the global success of Iris

Description

Today’s episode of Entrepreneurs In The Wild is the third and final installment in the Iris 25 festive mini-series. Host Ian Millner leads a conversation exploring how strategy, participation, and planning have shaped Iris’s journey and their impact on the industry.

Ben Essen, Global Chief Strategy Officer at Iris, Karen Correia da Silva, Senior Strategy Director, and John Grant, experienced strategist and author, join Ian to share their expertise. Ben reflects on Iris’s evolving strategy, from experimentalism to market-leading brand strategies, always grounded in participation.

Karen discusses how culture mediates MarComms, with social media empowering individuals as brands. Platforms like TikTok put all brands on equal footing, and success comes when brands engage with people, not just talk at them.John explores the role of participation in effective marketing. He highlights the need for connection, from big ideas to internal agency accounting and target communities.

The conversation shifts to short-termism in marketing. Karen highlights Nike’s shift from OOH ads to digital during the pandemic. While large brands may focus on short-termism, smaller brands are investing in long-term views, offering their communities something to believe in.

The team finishes by discussing the future of climate-focused marketing. As almost every brand adopts a green philosophy, consumers demand change, and green innovation is poised to thrive as the corporate market recovers.

Ian Millner / EITW

LI: https://www.linkedin.com/in/ianmillner/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Ben Essen

LI: https://www.linkedin.com/in/benessen/

Karen Correia da Silva