Natalie Cooke to lead ‘Work.Life’ for Iris in APAC

Iris has created a global team – WORK.LIFE – focused on helping its business clients drive commercial advantage in the ‘era of Participation’, and working together to bring new B2B clients into the global network.

According to a release:

The WORK.LIFE team has been built on iris’ approach to business marketing. Business buyers expect brands to be ever more open; technology empowers them to blend work and life to be ever more informed; whilst the presence of entrepreneurship and business disruption in popular culture mean decisions are increasingly fuelled by individual aspiration and social context.


WORK.LIFE will leverage the growing influence and empowerment that technology brings, to connect with a new generation of decision makers to drive more disruptive creativity, more distinctive branding, more involving customer experiences and, most importantly, more tangible commercial results for business brands.

It will bring together B2B experts from across iris’ 1,000 strong creative innovation network, including from business consultancy arm iris Concise, and from recent acquisitions and investments Founded, Pepper and Unrival*.

Clients will benefit from expert teams that fuse world-class skills in business brand strategy, demand generation, marketing automation, content marketing and CRM, PR, Influencer Marketing, sponsorship and data analytics around client challenges.

In the APAC region, it will be led by Natalie Cooke (pictured above), Business Director at iris Singapore with over 12 years of B2B experience delivering results across a spectrum of global and regional clients in both the UK and Asia Pacific.


Cooke said, “We’re launching WORK.LIFE here in Asia Pacific to provide business marketers with a much more agile agency proposition. With the fast paced changes afforded by technology, business brands can now influence their audiences where they consume and connect with much more precision and intelligence.

“The B2B marketing landscape is evolving rapidly. Whilst trust and strong business relationships remain key to business success, increasingly we see our clients starting to move away from traditional top down decision making and sales models and focus their efforts and resources in aligning their sales and marketing teams. Having a core team of multi disciplined business experts ensures a precise focus on the bigger business challenges, this allows us to drive the strong commercial benefits of building an innovative ‘Participation Brand’.”

iris has long standing expertise in helping to grow ‘Participation Brands’; brands that are purposeful and provocative, category innovating and culture shaping, and able to harness the power of involvement in order to survive and thrive in their market. This expertise has never been more relevant for business brands.

iris is already working with a wide range of business clients in Singapore including global technology businesses SAP and Samsung to drive sales revenue and create world class customer experiences, and industry giants IHG and Shell to take on ambitious transformation agendas.

WORK.LIFE will be led by iris partners Richard Perry and Richard Mabbott in the UK, with centres of excellence in San Francisco, Chicago, New York, Munich, Singapore and Sydney.

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