Iris launches global content arm led by former Buzzfeed strategist Digby Lewis

Digby LewisIris has hired former Buzzfeed UK strategist Digby Lewis to lead a new global content division, Content That Pops.

The announcement:

28 April, SINGAPORE: Global creative network iris has appointed former director of Brand Strategy at Buzzfeed, Digby Lewis, to a lead role within newly formed global content division – Content That POPS. The specialist proposition is focused on the creation, production, and distribution of content to deliver better value to consumers and clients.

Lewis will take on the new role of Head of Platforms & Distribution, up-weighting the agency’s content capabilities, bringing more heavyweight distribution strategy, and using his experience and connections to build iris’ editorial capabilities.

He will report into Matthew Kershaw, who joined the team as Managing Director of Content in November 2015. He and Digby will drive best practice across the network’s key content hubs – and oversee teams already in place across Asia.

iris is no stranger to content marketing in Singapore – including creating award winning content for LEGO during SG50, to running the “Step Inside the Circuit” content platform for Johnnie Walker.  More recently, iris has expanded its remit with Philips to drive its content marketing operation across Asia.

Mark Hadfield, Regional Planning Director, iris: “The world doesn’t need any more content. What it does need is content that plays an active and meaningful role in the lives of consumers, and can deliver demonstrable value for clients. Our track record of innovating and delivering effective communications in this field is something we’re immensely proud of.”

The Content That POPS ambition is to create more effective value exchange between brands and people through content marketing that has ‘Purpose, Originality, Participation and Shareability’ at its core.  During his 20-year career, Lewis has worked as a journalist, TV producer, online video platform manager and developed innovative brand initiatives, including the BAFTA and Webby-award winning Imagination Series for Bombay Sapphire and Sainsbury’s publishing platform Homemade.

Digby Lewis: “I could give ’29 Reasons Why I’m Joining iris’ but the agency’s work speaks for itself. Boss Everyone for adidas shows they instinctively understand how to produce content with purpose that people will want to talk about.

“The content team at iris is fully committed to making less ‘stuff’ for its own sake and focusing on work that has a genuine purpose; and as we are part of the award-winning integrated iris proposition, we have the ability to say no when content isn’t actually the answer.”

The content team will sit at the heart of the agency, alongside and working closely with iris Concise, the micro-network’s global consulting, CRM, data & insight business.

Source: press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing