US Media company Meredith inks deal with London 2012 agency Iris

US Magazine and TV company Meredith Corporation has purchased a minority stake in ad agency, Iris, to launch a global creative network, which offers brands an alternative to the traditional agency model.

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The strategic alliance will see both companies operating independently, but coming together to work on specific projects.

Iris will work with Meredith’s newly-rebranded integrated marketing arm, Meredith Xcelerated Marketing (MXM) to capitalise on growing ad spend across digital, as echoed in this month’s Bellwether Report.

Ian Millner, global CEO and co-founder of Iris, says: “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.

“We believe that the best marketing in the world looks and feels more like ’participation content’ than the more linear models around marketing communication. Meredith are experts in content and in the creation of ’value-add’ communities built around consumers.”

The network will have a combined client list including Kraft, Honda, Chrysler, Sony Ericsson, Microsoft and Adidas.

To see the best creative work from creative, digital and design agencies go to the Pitch website by clicking here

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