Iris Digital Media has launched a new digital marketing agency in Yorkshire to help brands and organisations make smarter digital decisions online.

Mike Longfellow will lead the company as the managing director of their Performance Marketing and Consulting divisions. He will be supported by a senior team who have delivered groundbreaking results for organisations including Argos,, Visit Orlando, and Marsh.

The new agency has the backing of Iris Media Group, which also owns fonemedia, a mobile-first programmatic agency.

The agency is on a mission to shake up the industry, do things differently, and tackle head-on some key issues such as boardroom diversity and the economic recovery post covid.

Commenting on the news, Mike said: "We are fiercely enthusiastic about culture, people, and using digital to not only accelerate business growth but also a platform to drive positive change in the UK & beyond.

We are already establishing initiatives to support this; Nadia Mursal, head of performance marketing and a member of the senior leadership team at Iris, is working with BRIM and Channel 4 (Black to Front) to champion the under-representation of people from BAME backgrounds in senior positions within agencies.

We have also launched a new consulting offering specifically designed to help organisations that are looking to capitalise on new digital growth opportunities.

Finally, we have recently agreed on a brand partnership with leading author and Keep Attacking entrepreneur Brian Wood MC. He will work with the Iris Digital Media team to support their personal and professional development. It's fair to say it has been a busy few weeks, but we are just getting started in reality.

We believe that the digital landscape has never been more competitive or complex; more data, more channels, less clarity on what is truly working, and where to invest your time and marketing budget. This has paved the way for a new approach to performance marketing. One that is grounded in delivering incremental growth for our clients whilst driving positive change for the digital marketing industry and society in general."