WPP has announced the launch of Geometry Global, which even at inception will form the largest and geographically strongest activation agency in the world.
Geometry Global will be an autonomous network within WPP. With headquarters in London and New York, it comprises G2, Grey Group’s activation agency, OgilvyAction, Ogilvy & Mather’s activation business, and JWTAction, JWT’s shopper marketing and experiential agency. JWTAction is itself a joint venture between JWT and OgilvyAction in the US and will retain its autonomy within Geometry Global.
Toby Hoare will be Chairman of Geometry Global and will be based in London. He retains his responsibilities as CEO of JWT Europe and Chairman of JWT London. He will share his time between the two companies. Steve Harding, formerly CEO of OgilvyAction, will be Geometry Global’s first CEO. Harding will be based in New York. Matthew Schetlick, formerly the COO/ CFO of G2, becomes the COO/ CFO of Geometry Global and will also be based in New York.
Geometry Global addresses increasing client demand for activation, which with the emergence of digital and mobile media, now results in reaching people both inside the store and outside the retail environment more effectively. Fast growth sectors in the industry, such as digital, social media, mobile and search drive growth in activation, as does the increasing importance of shopper marketing. According to Grocery Manufacturers Association’s ‘Shopper Marketing 5.0’ study, shopper marketing alone is a $50-60 billion category. That is up from an estimated $35 billion in 2009. It is one of the fastest growing sectors in marketing.
“With peoples’ attitudes and behaviours transformed by the digital and mobile revolution, traditional activation requires both a broader set of capabilities and a laser focused approach to be truly worth the increased investment from marketers,” said Toby Hoare.
Steve Harding added here, “The global context adds another dimension as marketers and retailers alike look to capitalise on consumer spending in fast growing markets. Geometry Global combines all these together under one roof in more places around the world than any other network of its kind.”
Geometry Global will operate in 56 markets and employ almost 4,000 activation specialists. The agency will work closely with The Store, WPP’s global retail practice. It will also work closely with Kantar, WPP’s data investment management company, Barrows, a South Africa-based shopper marketing specialist operating in fast growing markets and Smollan Group.