Geometry Encompass set to transform into integrated commerce agency?

Geometry Encompass Founder & MD Roshan Abbas and CEO Ranjit Raina share with exchange4media that the agency has a slew of new business wins

by Misbaah Mansuri
Published - Oct 16, 2019 8:50 AM Updated: Oct 16, 2019 3:59 PM

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Geometry

Geometry Encompass, Indian experiential marketing and brand activation agency, in August announced the appointment of Ranjit Raina as its CEO. The agency is now on its way to transform itself into an omni-channel commerce agency and has a slew of new business wins, Ranjit Raina, CEO, Geometry Encompass and Roshan Abbas, Founder and MD, Geometry Encompass, shared in a conversation with exchange4media.

The duo revealed how the agency is making in-roads towards becoming a digitally-charged, data-driven activation and event agency with “measurability” at the forefront and the ability to solve client problems over just the ‘conventional cracking a client’s brief’.

Exactly 50 days into the new role, the best way to describe it - in Raina’s words - is ‘fast and furious’. The first 50 days also happened to coincide with budget planning for 2020 and a slew of pitches for Geometry Encompass. “With a new team, one of the first things on the agenda was to get to know the team, and in a company with 270 people that’s not easy! So it's been an exciting first two months,” he exclaimed.

Sharing more insights, Abbas said, “As Ranjit was with Encompass and was our COO in 2014, he knows Encompass pretty well. When we moved out, he moved into a start-up environment. Therefore, getting a brand to be agile is something he has picked up, and that agility, I thought, is what we needed as a brand. So he brings in familiarity as well as new experiences.”

Post Raina’s appointment, the biggest change the agency has initiated is to transform Geometry Encompass into an integrated commerce agency. “The different business practices are getting more aligned as we have the leadership team working together. We are making a conscious effort for horizontal integration to get us ready for the big transformation that is around the corner for Geometry globally,” Raina further said.

In terms of structure too, Geometry Encompass has moved from a Managing Partner system to a more linear system.

Abbas defines the new Geometry Encompass as a digitally-charged, data-driven activation and event agency that will deliver ROI. “We want to be extremely driven by results and don’t just want to leave you with a fuzzy, happy feeling because brands are demanding that,” he stated. While he acknowledges that there are talks about cut-backs, he believes that anyone who shows results will get business. “A market or product in stress needs to connect with the consumer to tell them “hey I’m there, I’m good, I’m great”. When 2008 happened, we predicted that we would have a slow-down but in fact we grew at 30 per cent,” Abbas revealed.

The agency is working on a whole set of digital tools that will help them in this journey. “We’ve taken a team that has taken all the data we’ve had for 20 years as we have been associated with everything from working on the largest mechanics to massive shopper programmes. Any experience that connects with the consumer will be a Geometry Encompass experience,” he added.

According to Raina, the focus areas for all Geometry agencies are fairly well defined. “The Experiential Practice remains very important for our growth, Rural and Shopper have been consolidated into a Retail Practice and we will be looking to add social commerce and e-commerce to the practice in the next few months. India is also going to host two global Centres of Excellence for rural and experienced which we believe would become innovation hubs,” he shared.

On the new businesses front, Abbas reveals Geometry Encompass is waiting for a sign-off on two big businesses. He further said they were doing some work with Diageo and Amazon. “These are not clients who will just do a small little activity with you. These are those clients which are large in size and therefore you can go to them with an ambitious idea.”

Raina is optimistic that 2020 will be a very exciting time for the agency as the team will be aligning with the global transformation at Geometry. “Our vision for Geometry is to become an omni-channel commerce agency which we describe as end-to-end commerce,” he said.

Encompass was founded by Roshan Abbas and Sukrit Singh in 1998. It had initially started off as an event management company. It was in 2003 that it shifted focus to BTL and began to offer solutions in brand activation services such events, radio, promotions, TV, films, outdoor, print, among others. It was acquired by WPP in 2008 and later merged with Geometry Global.

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