The new division Iris North's first client will be Red Cinema, the joint venture rewards-based complex between Manchester United and Village Cinemas International, which offers movie and football fans the chance to collect rewards that can be exchanged for film- and football-related offers.
The agency will be tasked with working with the cinema's global brand partners to help them market themselves to the local audience.
Gardiner said: "It's harder than ever before for brands to really stand out on the high street and for retailers to single-mindedly communicate a point of difference to the consumer. Iris North will look at the retail sector in a fresh way and I'll be able to tap into my extensive experience on the client side."
Iris North is the first stage of an ambitious expansion plan for the agency over the next five years. Iris plans to set up offices in key strategic hubs around the world, including North America and Asia.
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