ATLANTA—Iris Worldwide is Apollo Tyres Ltd.'s new lead brand strategy and creative agency for Vredestein, Apollo's premium tire brand.
Iris, which has extensive experience in the high-end auto market with brands such as Bentley and Lamborghini, will work with Apollo to increase brand awareness for Vredestein.
The agency also will refine Vredestein's digital ecosystem and boost relations with dealers in North America, according to an Apollo news release.
"The brand is on an American journey to become more customer-centric, and we have brought on a North American marketing partner with a global presence to help us speak to and service our customers better as we increase our investment in the U.S.," said Abhishek Bisht, Apollo's global head of new markets and channels.
Netherlands-based Vredestein has been a producer of tires for passenger cars, agricultural vehicles and industrial applications for more than 100 years, according to the news release. Apollo acquired Vredestein in 2009.