(Singapore, 19th November 2009) Independent marketing network iris Worldwide, has today announced a strategic partnership with Edge – a leading integrated marketing agency with offices in Vietnam, Singapore and Thailand. The deal marries “two very likeminded agencies” according to global CEO Ian Millner.

Edge’s skill set of brand strategy, CRM, digital and event marketing to deliver 360 campaigns for clients like Johnnie Walker, Mead Johnson, Citibank and Syngenta, complements iris’ integrated offering, which includes advertising, digital, direct marketing, sales promotion and experiential.  iris, which also counts Johnnie Walker as a client and produces 360 campaigns for the brand out of its Singapore office, says the deal allows it to access key hubs like Vietnam, Thailand and Cambodia, which are strategically important to be in for its existing clients Sony Ericsson, adidas and Shell.  

Ian Millner commented: “Building capability in this way demonstrates agency agility, and it’s this type of flexible approach that the agency model of the future will be built on.  iris has grown organically for 9 years and as we enter more challenging markets we’ll look to acquisitions in some and to building strategic partnerships in others.  Edge and iris are cut from the same cloth – we’re independent, we’re integrated and we’re two very likeminded agencies both in our approach and our ambition to grow our business in a way that meets our clients’ requirements”.    

Edge Marketing’s CEO Patrick Looram, said: “This partnership is an ideal fit for Edge – iris is a leading, global, integrated marketing agency with an innovative approach and big ambitions.  Edge’s success has also been driven by innovation, especially in our ability to offer clients highly measureable, ROI-based campaigns.  Clients are expecting this kind of approach in every market now.  This deal will give Edge and iris a truly global footprint.”

Patrick Pitcher, Chairman of Edge, said: “I spent a great deal of time with iris as this deal was being put together and now more than ever I am convinced that companies like iris and Edge represent the future of advertising, especially in Asia. Brand owners need more companies that have the skill to combine diverse disciplines like direct, digital and data analytics with real consumer insights that are built from the ground up.  I am sure this will be a successful partnership for iris, Edge and both parties’ clients.”

Edge was founded in 2004 and is regarded as the leading CRM agency in Vietnam, with offices in Ho Chi Minh, Hanoi, Bangkok and Singapore.  In February this year Edge announced the acquisition of New Media, the leading internet and digital agency in Thailand and Vietnam. The acquisition created a unique agency offering the powerful combination of digital advertising with eCRM marketing in Thailand, Vietnam and Singapore.

The partnership extends iris’ reach in Asia Pacific where it already has offices in Singapore, Beijing, Delhi, Sydney and Melbourne.