Stockland appoints iris to target grey market

Property developer Stockland has appointed iris, Sydney as its lead agency partner on its retirement living business following a competitive pitch against two other undisclosed agencies.

The first brief will be to develop an integrated campaign, which is set to launch in September, featuring radio, press, digital and experiential.

Says Simon Porter, managing director of iris Sydney: “It’s great to be working with Stockland – this is a very important and rapidly growing market, which is set to double in 20 years. Brands and agencies fear this market for many reasons, such as that it is exceptionally diverse but they simply need to do their homework as this is a very influential group of consumers. Agencies need to realise how powerful the grey market is.”

Says Joe Ponte, national sales and marketing manager, Retirement Living at Stockland: “Iris’s credentials were exceptional. Their passion for and capability to understand and connect with our target market was clear throughout the pitch process.  Their early work is a testament to this.”

Stockland owns a large and growing portfolio of over 60 retirement villages, as well as residential communities, shopping centres, office and industrial assets.

iris’ 40-strong Australian operation, based in Sydney, counts a number of blue-chip brands among its client base including Sony Ericsson, Sony, Shell and adidas.