#iris worldwide

At Iris we noticed tech retailers shift to become more transparent in 2019, they want to be open, communicative and accountable. For example Amazon Go is using tiny cashier free stores that allow users to grab products on the go without the overwhelming and time-consuming process of checking-out. Amazon plans to take the high-tech grocery shopping experience to airports and other locations where consumer prioritize convenience over other variables such as human interaction.   The advertising industry is also adapting. Most recently, the ad industry has made changes to fit government, business and consumer expectations of transparency. Adweek reports: Tom Denford commented, “Advertisers now see transparency as a competitive advantage.” Agencies that are truly transparent are the ones poised for growth, as more clients today are demanding accountability in their partnerships. Verifiable transparency has become a key requirement for doing business.

According to AdWeek, Ad campaigns that touch people's hearts and are culturally relevant generate the biggest return on investment for brands. Nike’s Dream Crazy raised controversy because they endorsed Colin Kaepernick, a player famous for kneeling down at NFL games to protest against the government 'oppressing black people'. When Kaepernick tweeted “Believe in Something. Even if it Means Sacrificing Everything," Nike's campaign went viral on social media and opened a discussion around race, politics, and personal beliefs. Fearless Girl is another example of a publicity stunt that captured the hearts of New Yorkers and people around the world. SSGA commissioned the sculpture of a valiant girl to stand in front of Wall Street's charging bull to protest against the lack of women in high working positions. The sculpture was meant to reside in wall street for a week but the SSGA later negotiated with the major to find a permanent home for her. The sculpture is no longer 'challenging' the bull but now resides in front of The New York Stock Exchange building.

The combined effort of product, experience, and innovation creates a dynamic premium experience that is authentic, immersive and provides a human connection to the Nike brand. The Nike NYC store coupled with the Nike App takes consumers on a journey to discover, learn and find the products they want with ease and speed, i.e. ˆNike Shop the Look,” “Nike Instant Checkout,” and “Nike Scan To Try “which is an activation I admire as the retail experience is a extremely competitive space that needs constant revival and reimagining. Tony Hawk joining the advertising world is a strategic move on the part of D/CAL, the hybrid brand consultancy and creative agency is setting itself apart by hiring creatives and strategic individuals from outside the agency world. I believe having an agency backed by celebrities is a tactical move as it allow clients to interact and connect with executives and peers which can make it a more agreeable relationship.