Dinosaur

Background

In the changing advertising market, Iris have developed a new-business strategy which focuses on how much more they can deliver to clients than the large network agencies can. A mailer was required to explain simply and quickly what Iris is all about and the services the group can offer.

Idea

Many of the bigger, traditional agencies seem like dinosaurs, not just with outdated business models but with outdated ideas too. To survive the new conditions, agencies need to be fast, flexible and able to adapt rapidly –like Iris, in fact.

Iris believe they are the only alternative to the old networks, able to offer integrated solutions across advertising, design, digital, direct, PR, experiential, retail, sponsorship and management consultancy.

With a global presence across Europe, the USA and Asia-Pacific, the group is saving clients such as Sony, Sony-Ericsson, Shell, Hertz and Coca-Cola millions of pounds against the sort of fees the lumbering networks expect.

The idea was simply to bring the analogy to life by sending out a toy dinosaur bearing the name ‘The big network-o-saurus’. Dated 2009, the implication is that the big agencies have already had their day.

Results

200 packs are to be mailed out in total. Many have gone already and the anecdotal response has been excellent with prospects calling to say they found the idea not just amusing but apposite.

Our Thoughts

I’m not at all sure all the big networks are quite as lumbering as Iris would like to make out, but without hyperbole where would advertising be?

The average marketing director’s in-tray is filled with dull, dreary marketing bumf promising to ‘do wonders for your bottom line’. Iris have allowed their target audience to work out for themselves what a leaner, meaner agency would mean.

It’s not the most original idea, but it is simple, it works in seconds and will be pretty memorable because of it.