Iris partners Edge Marketing in Vietnam

The partnership extends Iris’ reach in Asia-Pacific. It already has offices in Singapore, Beijing, Delhi, Sydney and Melbourne.

Edge develops brand strategy, CRM, digital and event marketing for clients including Johnnie Walker, Mead Johnson, Citibank and Syngenta. Iris also counts Johnnie Walker as a client.

According to a release, markets such as Vietnam, Thailand and Cambodia are becoming strategically important for Iris' existing clients Sony Ericsson, adidas and Shell.

Iris global CEO Ian Millner said: “Iris has grown organically for nine 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 like-minded agencies both in our approach and our ambition to grow our business in a way that meets our clients’ requirements.'     

Founded in 2004, Edge has a strong CRM capability in Vietnam. In February, it acquired New Media, a leading internet and digital agency in Thailand and Vietnam.

The agency’s CEO, Patrick Looram, added: “Our success has also been driven by innovation, especially in our ability to offer clients highly measurable, 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.”