iris wins Dell's activation business

The agency will launch integrated campaigns to drive footfall to Dell stores and encourage in-store product interaction

The London based independent creative agency, iris, has bagged the account of computer vendor Dell to handle all of its retail and marketing activation business.

The win will see the agency launch a number of projects for the brand in the coming months. It will employ its retail credentials to launch nationwide integrated campaigns to drive footfall to Dell stores across the country and encourage in-store product interaction, as well as drive conversion to purchase.

The company will also undertake activations for the company, mainly in the Tier II and Tier III cities in India. The upcoming activity for the company will target about 500 cities in the country, where the company will train the retailers on Dell's portfolio and also look at giving consumers access to Dell's products.

Alok Lall, managing director, iris India, says in a public statement, "Dell is a strong brand which demands effective marketing campaigns and this win will allow us to showcase our retail credentials to their maximum potential."

The company has retail tools for both mom & pop stores and large format retails - which help consumers to choose the brand against competition. The tools help retails convert browsers to buyers.

Earlier this month, iris was appointed by Centum Learning, a Bharti Associate company, to launch a communications campaign for its new centre, Centum U - Institute of Management and Creative Studies, featuring ATL (above the line), BTL (below-the-line) and digital activities.

iris has grown by more than 200 per cent in the past six months in India. The agency works with a number of global and local clients including Sony Ericsson, Microsoft, adidas TaylorMade, Shell, MTS and Alpha G.

Launched in London in 1999, iris has more than 750 employees working across 22 offices in 15 countries.

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