Formula E aims for the cultural big league after appointing Iris to global account

Iris has been hired to lead the brand development for the next stage of Formula E, the class of elite motor racing that uses electric cars, which is aiming to "reinvent racing".

Iris was appointed as global brand strategy and creative agency for TV, out of home and digital, following a competitive pitch. The move comes after the agency carried out a consultancy project for the sport earlier this year.

The account will also see Iris create "culture-shaping" content for social and online platforms, working alongside social content agency Little Dot Studios, which will continue in its remit of producing race-focused content.

Formula E has previously worked with VCCP and Dare.

Ben Padley, marketing and brand director at Formula E, said Iris had been chosen to help build a "disruptive brand for modern day racing fans", but also help with innovation in Formula E’s product.

He commented: "We’ve already shaken up the motor racing establishment and as we advance into season four we’re looking to build on this, growing our audience around the world.

Formula E’s inaugural season took place in 2014-15. The season has now grown from 10 to 14 races, with the first race of the current, fourth season, having taken place on 2 December in Hong Kong.

This year has seen significant momentum around the move towards electric vehicles, with countries including the UK and France announcing timelines for the phasing out of petrol and diesel cars, and companies such as Dyson stepping into the electric car market.

Adam Wright, co-founder of Iris, said: "Formula E is the classic challenger and we share the brand’s appetite to disrupt the way people feel about racing.

"This is the perfect assignment for us, working together with Formula E and its partners to deliver real innovation and involvement in a category that has got too comfortable and familiar. We’re not just looking at marketing communications, we’re developing the product and helping transform the category."