The agency said the newly created agency role was designed to help elevate the Samsung brand, with a focus on consumer PR and influencers, as well as integrating with digital and social channels.
Iris will provide support across all product categories, developing campaigns for activation across 17 markets.
The agency will also develop connections with partners from popular culture to showcase how Samsung products can help take consumer experiences to the next level.
In its first campaign for the brand, iris worked with the electro-pop trio Years & Years and previewed its European tour in a live interactive VR performance (above) using the new Samsung Galaxy S7 Edge and Gear VR. Media and influencers were flown to London to enjoy the performance in VR and content was streamed live across Europe to Gear VR.
Laura Weston, managing director of iris Culture, said: "At iris we are all about creativity and innovation so Samsung is a dream client for us. The gig with Years & Years was just the start of what I’m sure will be an exciting relationship."
Iris will report to Winston Eavis, Samsung’s European director of comms.
Eavis said: "Samsung is relentless and restless in its pursuit of progress and it’s this tenacity and enthusiasm that we look for in both our agency and cultural partners. Breaking down barriers and creating ‘firsts’ is important to us and in iris we see the same ambition."
In November, The Romans announced it had been appointed to a consumer brief for Samsung Europe, and the agency continues to work on a variety of projects alongside the company’s existing roster.