iris Worldwide has appointed Max Wright as Group Planning Director for iris London, in a role created as part of iris’ growth mission to be the biggest and best independent creative network in the world. 

 
Wright will take strategic lead on core accounts, support the network’s organic growth and further strengthen its insight-led creative proposition.   

 
In the role, Wright will work to create cultural marketing built on a backbone of analytics, and ensure that all iris clients benefit from an effective, data-led approach to highly-targeted, creative campaigns.  This will involve working closely with iris Concise, the network’s consulting, CRM and technology arm, including the recently acquired Datalytics proposition. 

 
Ben Essen, Head of Planning, iris London said of the appointment: “There is a difference between marketing that feels like selling, and marketing that feels like culture.  Our passion is the latter.  We have a truly unique proposition in bringing together the best from both left and right brain, in creative and strategy across any and all disciplines.  Max brings a wealth of experience in this area and will be working with the team to create brand stories that are a true blend of culture and commerce, deep-rooted in data-driven insight.”

 
Max Wright said “Every agency talks about the importance of brands inviting participation. Iris has actually brought together the right mix of skills to genuinely deliver it at scale. I’m really excited to be doing that for some fantastic clients.”

 
The appointment comes after iris appointed Sam Noble as its first Global Chief Strategy Officer, a role responsible for harmonizing all aspects of strategy, planning and insight across the global network.

 
Wright will report directly into Noble and Ben Essen, Head of Planning for iris London.  
 

Wright joins iris London from Kindred, specialists in PR, social and digital communications where he was Strategy Director and Agency Partner.  Prior to that, Wright held the position of Planning Director at integrated service brand specialists Rapier.