Today’s episode of Entrepreneurs In The Wild is the third and final installment in the Iris 25 festive mini-series. Host Ian Millner leads a conversation exploring how strategy, participation, and planning have shaped Iris’s journey and their impact on the industry.

Ben Essen, Global Chief Strategy Officer at Iris, Karen Correia da Silva, Senior Strategy Director, and John Grant, experienced strategist and author, join Ian to share their expertise. Ben reflects on Iris’s evolving strategy, from experimentalism to market-leading brand strategies, always grounded in participation.

Karen discusses how culture mediates MarComms, with social media empowering individuals as brands. Platforms like TikTok put all brands on equal footing, and success comes when brands engage with people, not just talk at them.John explores the role of participation in effective marketing. He highlights the need for connection, from big ideas to internal agency accounting and target communities.

The conversation shifts to short-termism in marketing. Karen highlights Nike’s shift from OOH ads to digital during the pandemic. While large brands may focus on short-termism, smaller brands are investing in long-term views, offering their communities something to believe in.

The team finishes by discussing the future of climate-focused marketing. As almost every brand adopts a green philosophy, consumers demand change, and green innovation is poised to thrive as the corporate market recovers.

Ian Millner / EITW

LI: https://www.linkedin.com/in/ianmillner/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Ben Essen

LI: https://www.linkedin.com/in/benessen/

Karen Correia da Silva

LI: https://www.linkedin.com/in/karencorreiadasilva/

John Grant

LI: https://www.linkedin.com/in/thejohngrant/

Music courtesy of Filmstro | Music that Moves

Hosted on Acast. See acast.com/privacy for more information.

Winner in the Creating & Marketing category of the 2024 Signal Awards, Entrepreneurs In The Wild unveils the second part of the Iris 25 festive mini-series. Host Ian Millner explores how Iris has become one of the world’s most influential creative marketing agencies over its 25-year history. This episode dives into the intersection of creativity and culture in an industry undergoing a major shift due to AI.

The panel includes four pivotal figures: Grant Hunter and Shaun McIlrath, who bring 30 years of senior leadership at Iris, and two rising stars, ECD Katy Hopkins and Global CCO Menno Kluin.

The conversation reveals how Iris’s early, anything-goes spirit still thrives today. Once an upstart challenging the industry’s conventions, Iris now proves its creative expertise in an era where clients are more informed, and AI plays a growing role. Yet, the human connection remains vital, with Iris continuing to challenge the status quo.

Grant and Shaun share memories of navigating the industry’s changing landscape, while Katy discusses Iris’s role as an outsider and disruptor. Menno offers a unique perspective from his career journey from The Netherlands to the US, now landing in the UK.

Ian Millner orchestrates the conversation, drawing parallels between Iris’s past and future. Despite industry changes—cultural influences, emerging tech, and shifting consumer behaviour—his lessons from Iris’s evolution feel like timeless truths.

Ian Millner / EITW

LI: https://www.linkedin.com/in/ianmillner/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://x.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Katy Hopkins

LI: https://www.linkedin.com/in/katy-hopkins-6422a747/

Grant Hunter

LI: https://www.linkedin.com/in/granthunteriris/

Menno Kluin

LI: https://www.linkedin.com/in/mennokluin/

Shaun McIlrath

LI: https://www.linkedin.com/in/shaun-mcilrath-842564b/

Music courtesy of Filmstro | Music that Moves

Hosted on Acast. See acast.com/privacy for more information.

Today’s episode of Entrepreneurs In The Wild is the first in an Iris festive mini-series, hosted by Ian Millner. It explores how leadership, culture, and entrepreneurial spirit have powered Iris to become a global force over 25 years.

Ian is joined by Iris co-founders Claire Humphris, former CEO of Iris London, and Adam Wright, former key player at Iris now Managing Director of Big Potato Games, as well as Zoe Eagle, newly appointed CEO of Iris London.

Together, they reflect on the company’s early days, marked by youthful chaos and an emphasis on clients and work. As Iris evolved, so did its culture. While processes matter, they realised that empowering the right people to do what they do best drives success. Despite growth, Iris has stayed true to its core philosophy: innovation, calculated risk-taking, and fluidity.

The discussion covers entrepreneurship, team potential, and whether Iris can still be considered an underdog. Despite their distinct personalities, the four leaders share a passion for their work. Zoe, with her fresh perspectives, is well-placed to continue the legacy of Ian, Claire, and Adam. 25 years on, Iris’s future remains bright. Stay tuned for more episodes in the trilogy.

Ian Millner / EITW

LI: https://www.linkedin.com/in/ianmillner/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://x.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Zoe Eagle

LI: https://www.linkedin.com/in/zoe-eagle-482b84129/

Claire Humphris

LI: https://www.linkedin.com/in/claire-humphris-3843995/

Adam Wright

LI: https://www.linkedin.com/in/adam-wright-bb041b3/

Music courtesy of Filmstro | Music that Moves

Hosted on Acast. See acast.com/privacy for more information.

Today Ian is joined on the wild side by ex-pro gamer, co-founder and CEO of NewGen agency Mike Craddock. For Mike it all started with video games, quickly becoming a gaming influencer from his bedroom. After building a strong network of influencer and content creator friends, Mike soon began to negotiate their sponsorship deals.

Realising there was something in bridging the gap for his friends, this naturally led to Mike co-founding his own talent management company, Kairos Talent.

But Mike’s business has had many identities during its rapid growth. What started as talent management soon evolved into content creation generating hundreds of millions of regular views across social platforms. Things have now come full circle so he’s now in charge of an agency at the forefront of social & gaming with a roster of influencer talent to back it up.

Mike then talks about his evolving branding journey. With multiple business names used from 2017, the business identity was unclear.

After realising they needed to go to the world as one brand, with many clients valuing agencies that ‘do everything’ they eventually landed on NewGen. This was chosen as it encompasses their ambition and the shifting nature of the gaming audience. What Mike makes very passionately clear is that the new generation of gamers has many forms. From deep gaming to casual CoD players to mums mobile gaming on their commute - and NewGen can target them all.

When Mike talks about his entrepreneurial background, we learn that it runs in the family - Mike being exposed to the highs and lows of small business from an early age. We also hear that Mike may have got a lot of his business acumen from (ironically) gaming as a kid, as he recruited others to get him the best items in the game to then sell on to Americans due to demand.

Later on, when Mike became a YouTuber, he gamified this system too. When he was starting out he was the sole creator of his content - filming, editing and uploading it. The ever-changing nature of algorithms, what’s effective and what pays might be why the mindset of Creators is one of the most entrepreneurial around.

When it comes to traditional ad agencies trying to break into the gaming space, Mike thinks their strategies need to go deeper. Gaming isn’t just video gaming, it’s on a spectrum made up of different audiences - like sport is. Where NewGen, made up of gamers of all types, may have an advantage is that they ensure the people who play a certain game are on the project from the get-go. They’re already on the journey.

When Mike offers advice to his younger self, he admits he would have taken on more mentors and experienced people from an earlier stage. And also, find your niche and stay true to it; don’t try and be everything to everyone…people (and clients) will respect you for who you are.

Mike Craddock

LI: https://www.linkedin.com/in/mike-craddock/

Ian Millner

https://www.linkedin.com/in/ianmillner/

EitW

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://twitter.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Music courtesy of Filmstro | Music that Moves

Hosted on Acast. See acast.com/privacy for more information.

Is there an infamous 7-year itch? Today Ian Priest, founder and the ‘P’ in VCCP joins us on the wild side. Now the CEO of charity Onwards & Upwards, when he discusses his illustrious career journey to the EITW podcast studio today, the entrepreneurial spirit is tangible.

Growing up within an entrepreneurial family, Priest was familiar with the high and lows of running a business from a young age. We learn that the environment you grow up in affects the way you perceive and navigate risk, which in turn reflects in your willingness to do what’s needed to be an entrepreneur.

Going on to study Business at university, he was able to gain work experience in the ‘big, rigid corporate’ world of insurance and in what felt a more liberated marketing and advertising industry. That’s where Ian’s Agency journey began.

Ian Priest initially worked at the agency IMP (now evolved and trading under a new name) which was well known for its dynamic, competitive edge.

Guest Ian then describes how he took the early influence of IMP and used it as a springboard to form his first merger, HHCL. One of the important things we learn is that, to match the inevitable ups and downs of business, you need complementary partners on the journey with you.

Finding the right people was exactly what Ian did as he went on to found VCCP, now among the highest profile agencies in the world, in a select group including Iris Worldwide. When it comes to picking your partners, it goes beyond people too. Ian explains how scaling up with the right business partner can lead to great things.

After a successful exit, wanting to return to small business, today Ian’s most excited by his charity work with Onwards & Upwards. He’s taking everything he’s learned in his various roles and is now training ex-offenders from Brixton Prison as bike mechanics.

As Ian offers advice to his former self it seems simple. If you have that ability to keep going and work with partners you trust, especially on the bad days, then you’re on the right track as an entrepreneur.

Ian Priest

LI: https://www.linkedin.com/in/ian-priest-5316a55/details/experience/

Ian Millner

https://www.linkedin.com/in/ianmillner/

EW

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://twitter.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Hosted on Acast. See acast.com/privacy for more information.

Robert White and Stewart Hilton are the founders of ZEAL Creative, winners of Agency of the Year at the 2023 IPM Awards. Since launching in 2014, the duo have elevated ZEAL Creative to their status as one of the UK’s most influential and inspiring agencies, with particular expertise in the FMCG section. From its humble roots, ZEAL Creative now consists of almost 100 employees split between offices in Manchester and London, with a people-first attitude at the heart of their philosophy.

ZEAL’s mission is to build the world’s most recommended agency. They create campaigns that help some of the world’s biggest brands to inspire and motivate consumers into action. And that’s precisely what they’re renowned for, delivering results for an enviable A-Z of famous brands including Nestle, Carlsberg, ARLA Foods, Suntory, Kellogg’s, McCain, Pringles and many more..

In this episode of Entrepreneurs In The Wild, Robert White and Stewart Hilton join host Ian Millner for an in-depth discussion which charts their back story, the philosophies that underpin their success to date, and their continued ambitions for the company.

The pair take us on an illuminating journey through their experiences, with particular focus on ZEAL’s launch, what makes a successful entrepreneurial business partnership, how to balance continued growth with a strong company culture, and the value of identifying and especially allowing staff to thrive for everyone’s mutual benefit.

Much like host Ian Millner, Robert White and Stewart Hilton are serious about business but share the belief that fun, laughter and enjoying the challenges of the working day are all an important aspect of the experience. As such, the camaraderie between the ZEAL duo is palpable, as is Millner’s respect for all that they have achieved - making this an engaging and entertaining 40-minute listen for anyone involved in or fascinated by the creative business industries.

Stewart Hilton

LI: https://www.linkedin.com/in/stewart-hilton-62a7403/

Robert White

LI: https://www.linkedin.com/in/robert-white-5922693/

ZEAL Creative

LI: https://www.linkedin.com/company/zeal-creative/

IG:https://www.instagram.com/zealcreative/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://twitter.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Hosted on Acast. See acast.com/privacy for more information.

Today Ian welcomes new Iris Creative Chair Eduardo Maruri to the Wild Side.

Originally from Ecuador, Eduardo has held some incredible roles across the world before Iris - all united by one thing: raw passion. When taking Ian through his career to date, we quickly realise he’s taken his creativity and passion everywhere - from leaving a Marketing Manager role to set up his own agency at 23 to running for Ecuadorian Congress to even being a football chairman. It becomes clear that in periods of adversity, Eduardo’s entrepreneurial spirit shines through. When others might sell up and move on, he sees opportunity and gets to work.

We really feel Eduardo’s passion in spades when he and Ian discuss the future of creativity. For Eduardo, in order to go forward - we need to look back. Instead of churning out quick, dirty “thumb-stopping” content, we must treat our brands like Hollywood Stars. As brand guardians, we need to build slow, meaningful relationships with our audiences over time. The inevitable success will follow.

Ian and Eduardo then share their worldviews. Both are “universal citizens” having lived and worked on multiple continents. As such, they both have the ability to recognise the ebbs and flows of numerous cultures and equally how to give them the respect they deserve.

Ian and Eduardo then talk about agency reputation - the international currency of this being awards. Similar to winning an Oscar, if you’re regularly winning awards, chances are you’re a pretty good agency. Plus, with a rigorous process in place, winning awards becomes a natural part of the agency day-to-day and as natural as going to the gym.

Eduardo finishes with some advice to his younger self: Don’t forget to have fun. Otherwise, what’s the point of it all?

Eduardo Maruri

LI: https://www.linkedin.com/in/eduardo-maruri-26620995/

Ian Millner

https://www.linkedin.com/in/ianmillner/

EW

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://twitter.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Hosted on Acast. See acast.com/privacy for more information.

Today Ian is joined on the Wild Side by organisational psychologist John Amaechi. When John takes us on his career journey, we quickly feel his sporting entrepreneurial spirit coming through. Simply being told “you can’t” inspired one kid from Stockport to be the first Brit to make it in the NBA and the other, Ian Millner to co-found one of the world’s best advertising agencies, Iris.

After a decorated NBA career, John got back in tune with one of his lifelong passions - psychology. Pursuing this formally at Penn State, John then formed his consultancy, APS Intelligence.

Things get really interesting when Ian and John delve into the psychological aspects of the workplace and the biases we may have in place when we picture certain roles. Together they unpack the misconceptions around the ‘entrepreneurial spirit’ and the associations the term ‘entrepreneur’ brings to mind. John then shares his view on the traits he thinks should be celebrated versus the ones that are currently held in high regard.

They then move on to call out some of the business terms that may actually be detrimental to the entrepreneur, ultimately attracting the wrong following.

John brings his unique view on work to the table and how he thinks, balanced with our own self-awareness, we can find that harmony between our job and our lives.

Having lived and worked in both the UK and US, John shares his views on the differences between those two cultures - from perception of failure to even the very definition of work and the unrealistic expectations that are often set.

When it comes to “talent”, it’s never been more important to know the skills we’re looking for.

Especially with the nature of the jobs we do always in flux.

Regardless of market, John then talks about “the cascade of consequences” we can create if businesses jump on trends too quickly.

We then hear John’s insightful definition of what “being on a team” actually means.

Many of us may think we’re in teams - but drawing analogies from his NBA career, John suggests we might need to adjust our definition or what teamwork really is.

John leaves us with his two cents - if you want to succeed, there’s a level of mundanity that comes with it.

John Amaechi

LI: https://www.linkedin.com/in/amaechi/

IG: https://www.instagram.com/entrepreneurs_inthewild/

TT: https://www.tiktok.com/@entrepreneursinthewild

X: https://twitter.com/EitW_podcast

Executive Producer Addi: https://addi.london/

LI: https://www.linkedin.com/in/addi-merrill/

Iris Worldwide: https://www.iris-worldwide.com/

LI: https://www.linkedin.com/company/iris/

IG: https://www.instagram.com/irisworldwide/

Hosted on Acast. See acast.com/privacy for more information.