Geometry Global was until 2020 the main "brand activation" business within WPP, created in 2013 from the merger of what were previously three separate agency-aligned promotional and shopper marketing networks within the group: Ogilvy Action, Grey's G2 and JWT Action. Each of these had in turn been assembled over several years from a series of acquisitions and realignments. The resulting giant became the world's biggest activation agency, offering a wide variety of services including sales promotion, shopper marketing and experiental, with more than 60 offices spread across 56 markets and around 4,000 staff. Initially, the business was aligned with the Ogilvy network (not least because its New York HQ was located in the same building), with Ogilvy Action's Steve Harding as CEO. However, it also worked with various other agencies from within WPP, not least as a cornerstone to Team Unilever Shopper which handles all activation for that group's products in North America. Geometry took home the Grand Prix for Product Design at Cannes Lions 2015 with the "Lucky Iron Fish" charitable project. Advertising Age estimated global revenues for Geometry of $442m in 2019. Steve Harding stepped down as global CEO that year, and was succeeded by Beth Ann Kaminkow, previously North America CEO at Kantar. In 2020, amid a groupwide consolidation of separate networks, Geometry was absorbed into VMLY&R as a standalone "creative commerce" division, VMLY&R Commerce. Kaminkow remains CEO. Manuel Bordé was named as chief creative officer in 2020.
Capsule checked 17th November 2020
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Historical profile information for Geometry
Adbrands Daily Update 17th Nov 2020: So farewell then, Geometry! Hot on the heels of the merger of AKQA and Grey, WPP announced yet another consolidation of network assets. Promotion and shopper marketing network Geometry is to be absorbed into the VMLY&R global group under the new name of VMLY&R Commerce. Previously, the business was most closely aligned with Ogilvy. The renamed network will continue to operate as a distinct agency under the VMLY&R umbrella, still under the leadership of Geometry CEO Beth Ann Kaminkow. Brand positioning will shift slightly to put "creative commerce" front and centre as the agency's primary purpose. "Consumer experiences today are centered on commerce, making it increasingly important to our clients' marketing and media decisions," says Kaminkow. "As the pandemic accelerates new consumer behaviours and expectations, commerce is fast becoming the next channel for the most creative engagements and experiences. With the launch of VMLY&R Commerce, we can now offer our clients creative commerce at scale, harnessing data and technology to build brands and sell products across channels."
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