Iris Worldwide, the global creative network, today announced the appointment of Andrea Bassermann to the role of Managing Director, Germany, as it looks to strengthen its positioning as ‘The Participation Agency’ and drive growth in the DACH region.

An accomplished marketing strategist, entrepreneur and two-time agency founder, Bassermann was most recently Co-founder and Managing Partner at top independent agency Hello München, playing a key role in the growth and acquisition of clients including BMW, adidas, Three Austria, Bosch and Accor Group. She has over 20 years of marketing experience, with expertise in digital marketing strategy, social media, brand strategy and change communication.

In her new role at Iris, Bassermann will work to position Iris as ‘The Participation Agency’, identifying and capitalising on growth opportunities in the DACH region.

Bassermann will report to Ian Millner, chair, Iris Worldwide and lead the 60-strong Iris Germany team.

The hire is part of Iris’s strategy to create a new agency model that combines social, performance marketing and data expertise to connect into communities with ideas that mobilise people. Iris’s focus on these key areas is designed to capitalise on the increasing power of owned and earned in helping ideas travel and brands grow.

The move also follows a number of recent changes to Iris’s senior leadership, including the promotion of Global Head of Strategy, Chris Whitson to Global Chief Strategy Officer, and Simon Spyer, CEO, Data Driven Marketing taking on an expanded global remit.

Ian Millner, Chair, Iris Worldwide, said: “Andrea has such a positive and infectious energy and I’m confident she’ll make a big difference with clients and talent. She has a brilliant range of experiences and skills and is an entrepreneur at her heart. I’m really looking forward to growing our business in Germany and to expanding our proposition in the market.”

Andrea Bassermann, new Managing Director, Iris Germany, said: “Participation is the future. The broadcasting age is behind us, and Iris is at the forefront of embracing this shift strategically, creatively, and technically. Bringing this highly relevant proposition to the German market is an exciting prospect.

“Having founded and run two agencies in the past two decades, I’m excited to take on responsibility for driving Iris’s growth in continental Europe as my next entrepreneurial endeavour.

“Iris also offers a truly international experience, something I was keen to find in my next role. Beyond being part of a network, the Munich office has a unique blend of around 15 nationalities, making it an incredibly diverse and enriching environment.”

Article published in Roastbrief US.