WPP has announced the formation of India’s largest experiential marketing network – Geometry Global | Encompass Network (GGEN).The collaboration leverages the global and local experience, expertise, creativity and strengths of the two experiential marketing companies to offer brand experience solutions which enhance and widen consumer engagement. Encompass is one of India’s biggest and best experiential marketing companies. Geometry Global is one of the world’s largest experiential marketing company.
With over 400 employees in Mumbai and Delhi, the Geometry Global | Encompass Network specializes in shopper marketing, rural marketing, large-scale events and exhibitions, urban consumer marketing, digital activation and field marketing. The Geometry Global | Encompass Network will be WPPs horizontal network working across the group. The Network’s management and advisory board will comprise senior executives from J Walter Thompson, Ogilvy, Encompass and Geometry Global. The business will be aligned with J Walter Thompson South Asia.
Speaking of the announcement, Sir Martin Sorrell, CEO, WPP said, “When WPP decided to set up a horizontal activation platform we combined OgilvyAction, G2 and JWT Action (North America) to form Geometry Global. Today, Geometry Global is working for some of the world’s best brands in almost 60 markets around the world. Through this collaboration in India, we’re following up on one of our key global objectives of offering best-in-class full-service experiential marketing services that can help our clients sell more.”
The Network will also work very closely with Group M through a partnership called Geometry@GroupM. This joint team will use GGE’s proprietary tools and category and channel understanding to deliver shopper-marketing solutions to Group M’s clients. Over the last year, Encompass and Group M have operated Team1, an incredibly successful partnership, delivering a combination of media and on-ground solutions to a couple of common clients through a single team.
While the collaboration of Geometry Global and Encompass will be country’s largest full-service activation agency, both brands will also continue to operate independently for purposes of retaining their areas of expertise and managing client conflict. The Geometry Global | Encompass Network will further extend their reach by collaborations with Go Bananas in Ahmedabad and Showspace in Chennai.
Encompass was acquired in 2008 by WPP and aligned with J Walter Thompson. In the last eight years, Encompass has grown considerably in stature and reputation. Encompass is best known for planning and executing large-scale events and activations for clients such as Hyundai, Asian Paints, Fiat ,and Microsoft.
Geometry Global (earlier known as OgilvyAction, a division of O&M) is well known for its shopper and rural marketing (Outreach) practices and works with eminent clients such as Hindustan Unilever, Mondelez, Vodafone, Tata Sky, DuPont and the Bill & Melinda Gates Foundation. The Geometry Global | Encompass network will continue to work closely with Ogilvy to benefit clients with the width of services.
Roshan Abbas will serve as Chairman, GGEN, Sukrit Singh as Group CEO, Rahul Saigal is Group COO, and Nitin Agarwal is Group CFO.
“We are very excited about working more closely with Encompass Network because our combined strengths will benefit both our clients in India and our international clients. Beyond that, this strengthens us as global company since India is such a critical market. We will work hard to ensure that our clients in India benefit from our global network, proprietary tools, deep understanding of shopper behavior and creative solutions.” Steve Harding, Global CEO, Geometry Global.
"Since 2008, when Encompass became part of J Walter Thompson South Asia, it has grown exponentially. It has built an enviable client roster and has been providing innovative on-ground, experiential solutions to a large cross section of brands spanning many categories. With the Geometry Global | Encompass network, a new and exciting chapter begins. I am sure Roshan and Sukrit will take the operation to even greater heights,” Tarun Rai, CEO, J Walter Thompson, South Asia.
“This collaboration makes us the biggest, full-service experiential marketing firm in India. It is my job to make sure that our size does not come in the way of staying nimble, future-focused and incredibly creative. Together, Geometry Global and Encompass have won more awards for creativity and effectiveness than any other activation agency in India. Creativity and effectiveness will continue to remain central to our thinking and cultural DNA,” Roshan Abbas, Chairman, GGE Network.
“We have the hunger and energy of a start-up, but the ability to do much more; because we’re born big! Having said that, we’re not content about being number one. We believe that it is time for the experiential activation industry to evolve and play a far more strategic role in shaping and growing our clients’ businesses. To do this, we will need to be wired very differently. This parallel support from Encompass gives us the opportunity to rethink and reshape ourselves. We’re inspired by how concepts such as shared economies are redefining old business models. We’re partnering with agencies to strengthen our geographic coverage and service offering. Our partnership with Group M allows us to create extremely powerful solutions that use the full potential of traditional and digital media and on-ground experiential solutions. We’ve also partnered with excellent agencies outside WPP (Go Bananas and Show Space) to expand our footprint in Gujarat and South India,” Sukrit Singh, Group CEO, GGE Network.
“We’ve probably got the best solutions across each of our practices. Take for instance, our rural marketing service. We set up Ogilvy Outreach in 1997. Since then, we’ve developed and executed some of the country’s largest rural marketing programs. We understand how to help clients discover, reach and profit from 850 million consumers that live in rural India. We set up Encompass Events in 1996; we’ve executed more than 4,000 large events across the world. Our ability to offer services across the entire experiential marketing space, combined with the fact that we’re very experienced at what we do will help us add incredible value to clients. We hope to become the go-to agency for all clients looking to base their marketing strategies around disruptive, enjoyable and sharable experiences with consumers and shoppers,” Rahul Saigal, Group COO, GGE Network.