About IRG

Close to your team. Close to the work.

IRG brings creator judgment, campaign ownership and retained learning together for travel, hospitality and lifestyle brands.

Two people examining a camera in a studio

Our point of view

Connected decisions make better work.

The reason for choosing a creator should stay visible in the brief, the feedback and the way the work is understood. Working alongside your team means a shared view of what matters, without unnecessary layers.

Editorial creator reference, not client work

01 Creator judgment

Gives the work direction.

02 Operational ownership

Keeps that direction clear through delivery.

03 Retained learning

Gives the next conversation an informed starting point.

Illustrative colleagues discussing a location in a hotel courtyard

Judgment matters at every handoff.

The quality of a recommendation depends on the context behind it and the care with which it is carried into the work.

Judgment matters at every handoff.

The quality of a recommendation depends on the context behind it and the care with which it is carried into the work.

Principles that show up in the work.

People coordinating a location shoot in a hospitality setting

Useful over loud

Start with what the campaign needs to achieve. A recommendation should explain its relevance, not rely on scale or novelty to make its case.

Context before volume

Understand the audience, brand and setting before expanding the shortlist. More options are not a substitute for a clearer selection rationale.

Ownership without theatre

Make responsibilities and decisions visible. Keep coordination practical so the team can focus on the work rather than managing the process around it.

Learning that travels

Record what can inform the next brief, including the limits of the evidence. A useful conclusion should help someone make a decision.

Standards in practice

What we pay attention to.

A chef carefully finishing a dish in a restaurant kitchen

Fit

The connection between creator, audience and experience. We make the selection rationale explicit so it can be discussed.

Clarity

A brief that states what matters, what is required and where the creator has room to interpret.

Ownership

A clear route for feedback and decisions, with responsibilities understood by the people involved.

Learning

Observations tied to the campaign objective, with useful recommendations and uncertainty kept visible.

How we partner

Let’s see if we’re the right fit.

Tell us where your team needs support. We’ll start there.

Start a project

How we partner

Let’s see if we’re the right fit.

Tell us where your team needs support. We’ll start there.

Start a project

How we partner

Let’s see if we’re the right fit.

Tell us where your team needs support. We’ll start there.

Start a project

How we partner

Let’s see if we’re the right fit.

Tell us where your team needs support. We’ll start there.

Start a project