Meredith Corp. has made yet another ad agency investment with a minority stake in Iris Worldwide, but unlike the company's earlier ventures, this one is notable for its international footprint.
London-based Iris employs nearly 800 people around the world, with a big presence in Europe and Asia. Its clients include Shell, Microsoft, Sony Ericsson, and Unilever.
Along with the investment, Meredith Integrated Marketing unveiled a new name for the b-to-b unit: Meredith Xcelerated Marketing.
Martin Reidy, president of MXM, said the goal was to meet clients’ demand for more global coverage and that Iris’ digital services, with Meredith’s mobile and social specialists, would let it serve them with one point of contact.
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