Iris has aquired creative shop Founded, with a view to build out its B2B marketing capabilities and creative technology offering.
The two agencies are set to collaborate on a new B2B proposition centered around creativity, with Iris noting that the acquisition is part of its wider ambition, to bring in top talent from a range of backgrounds to "define its agency model".
The partnership will give also give Iris an entry into the West Coast of America through Founded’s San Francisco office, which opened in 2015
Conceived in London by Richard Mabbott and Richard Perry in 2012, Founded currently works with brands including P&O Cruises, Uniqlo and the Financial Times. While there will be no change in staff, Iris' chief executive, Ian Millner and global chief financial officer, Simon Hargreaves will now sit on the Founded board. The two firms already share the same office building in London's Park Street.
Of the new, Millner said: “We are really excited to be working with Founded; I think we can learn loads from each other and will benefit from their skills and experiences. We will also be able to work together to build an exciting opportunity in San Francisco, and a more progressive view of the global B2B market."
Founded will also work alongside Iris’ consulting, CRM, data and insight team, Iris Concise, and its existing B2B teams in Munich, Chicago and Singapore – from the group’s acquisition of Pepper Global in 2014.
The majority stake in Founded will take the Iris network’s office count to 15 worldwide.