It’s a strategic investment in London-based iris Worldwide (www.irisnation.com), an international marketing agency. The deal will allow Meredith to offer global marketing solutions to new and existing clients, including loyalty, CRM, analytics, mobile, campaign management, social and digital.
Manifested from the deal, “Meredith Xcelerated Marketing” (MXM), a new brand identity for Meredith Integrated Marketing, was unveiled. MXM will create content-fueled marketing programs using a data-driven strategic process that significantly builds customer value and loyalty across multiple channels.
The investment in iris gives MXM a global platform to serve its many blue-chip clients, and further enhances its ability to provide customized marketing solutions across multiple channels and markets.
Iris Worldwide clients include Shell, Microsoft, Sony Ericsson, Unilever, adidas, IHG, Heineken, Volkswagen and Philips. Work examples include a traffic-stopping 3D projection mapped onto the facade of the Saks Fifth Avenue flagship store in NYC during the holiday season; and creation and promotion of the official mascots for the London 2012 Olympics.
Said Stewart Shanley, Global CEO and Co-Founder of iris: “This is going to offer clients a real alternative to the traditional agency network model and one that is fit for the ‘always on’ world we now live in. This network is built around the needs and interests of consumers. Meredith possesses expertise in content and in the creation of ‘value-add’ communities built around consumers. We are bringing these skills together with our creative expertise to give the best and brightest clients in the world all the tools they need to get closer to their consumers.”
The investment in iris Worldwide will not have a material effect on Meredith’s financial numbers in fiscal 2012.