Iris Appoints Clemenger's Charlotte Bruton as Director of Innovation, AI and Technology

Global creative micro-network Iris has appointed Charlotte Bruton as director of innovation, AI and technology, as part of its continued investment in senior talent and innovation excellence.

The newly-created role unites the agency’s innovation and technology functions under one leader, designed to accelerate Iris’ creative and technical capabilities.

"I’m genuinely thrilled to be joining Iris," Charlotte [pictured above, right] tells LBB exclusively. "It’s such an exciting moment to return to my home city and collaborate with Zoe, Ben and Menno on this bold new chapter of the agency. It feels like I’m catching the wave just as it’s gathering momentum — and it’s clear 2026 is going to be a landmark year for us.

"What’s always drawn me to Iris is its outsider mindset — that spirit of bravery, curiosity and restless creativity," she continues. "Iris’s work has never fit neatly into boxes; it lives in culture, moves through communities and connects with people in unexpected ways. It’s in that messy middle — where technology, creativity and culture collide — that Iris truly thrives."

That philosophy instantly resonated with Charlotte, who joins from Clemenger BBDO / CHE Proximity Australia, where she was technology and innovation director, leading AI and machine-learning integration for global clients including Samsung, Nutricia and Virgin Velocity.  "It mirrors the renegade, independent spirit that defines the Australian industry," she observes, "an appetite for risk, experimentation and ideas that feel alive. The water views might be a little different on the Thames, but the attitude feels exactly the same."

A leading futurist and business strategist, Charlotte specialises in the impact emerging technologies such as AI, AR and VR are having on communications and business. With over 20 years’ experience in advertising and digital marketing, she has a proven track record in designing strategic plans, managing large-scale technical projects and delivering both optimal operational and financial performance.

Her work spanned predictive analytics, generative AI systems and mixed-reality experiences, such as Samsung’s Clash of the Commuters Fortnite campaign and the 'Flipversing' activation for Galaxy Flip4, both recognised for turning emerging technology into participative creative platforms.

Reporting into Menno Kluin, the agency's global chief creative officer, Charlotte will oversee the iris' innovation agenda, from AI adoption and emerging-tech strategy to rapid prototyping and creative showcases.

That structure is significant. "To me, it says everything: technology in service of creativity," says Charlotte. "It’s a relationship that feels completely natural. I’ve spent my whole career building bridges between technology and creativity because I honestly believe engineers and technologists are some of the most imaginative, creative people you’ll ever meet. For 20 years, I’ve been championing creative technology as part of the idea-making process — not something that happens after it.

"We’re standing at the threshold of a remarkable AI era — a moment where creativity and technology can finally move in perfect sync. But what I love about Iris is that, even as we embrace innovation, the work remains unmistakably human. It’s people-first, emotion-led and grounded in culture. When those worlds meet — when real people, creative minds and technologists’ experiment, prototype and push ideas to their limits — that’s where the transformation happens. That’s where innovation turns into impact."

Charlotte's appointment follows two senior additions to Iris’ leadership earlier this year. Erika Van Den Berg joined as commercial partner from Accenture Song, bringing over 16 years of client finance and commercial leadership experience. She is responsible for evolving Iris’ commercial models to create greater value for clients and drive progressive, partnership-based growth across the agency. Meanwhile, Pumie Msengana joined as managing partner from Modern Citizens, strengthening Iris’ client leadership and operational excellence. A seasoned agency leader with experience at Ogilvy, WCRS and DraftFCB, she has led integrated campaigns for brands including Unilever, Mondelez, Santander and Philips, and is a champion of young talent and diversity in the industry.

Together, these senior appointments demonstrate Iris’ continued investment in diverse leadership and innovation excellence, as the agency builds momentum around its Participate or Perish proposition – helping brands create meaningful participation in culture.

Zoe Eagle, CEO, Iris London [pictured above, left, with Charlotte], says: “Charlotte is idea-oriented, creatively ambitious and a true team player. Her combination of vision and tenacity is rare and exciting, and she’ll be an integral part of continuing to raise our creative game. She brings the ability to harness bleeding-edge technology to reimagine what’s possible for brands participating in culture, perfectly embodying the spirit of our Participate or Perish proposition.”

That's an ethos that's got Charlotte fired up too: "I’m a passionate advocate for technology that makes a positive impact — whether that means improving efficiency for clients, developing products that make people’s lives safer or easier, or simply creating joyful digital experiences.

"Innovation should thrill," she concludes. "My goal is to bring that sense of excitement to every brief and every client, using AI not just for automation or prediction, but as a tool to unlock unconventional, surprising creativity that refuses to be boxed in.

"Iris’s call to arms — 'Participate or Perish' — perfectly captures that spirit."