ATLANTA — Apollo Tyres Ltd. has appointed Iris Nation Worldwide Ltd. as its lead brand strategy and creative agency in North America for its Vredestein 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, a brand that India's Apollo Tyres acquired in 2009.
The agency also will refine Vredestein's digital ecosystem and boost relations with dealers in North America, according to Apollo.
"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.," Abhishek Bisht, Apollo's global head of new markets and channels, said.
Netherlands-based Apollo Vredestein has been a producer of tires for passenger cars, agricultural vehicles and industrial applications for more than 100 years. Apollo acquired Vredestein Banden B.V. in 2009.
Iris Worldwide is a London-based advertising agency with offices throughout the world.