WPP has bundled several existing activation specialist units together to create a new retail activation agency called Geometry Global, which the holding company said would be based in both London and
The idea behind the reorganization is to reach and drive behavior of shoppers, both in-store and outside the retail environment, faster and more effectively. WPP said the move was
necessitated by changing consumer shopping behavior that has resulted from widespread use of digital and mobile media.
In effect, WPP is creating an instant global network with
Geometry, which will house existing shops G2, previously an activation unit of the Grey Group; Ogilvy & Mather’s activation group OgilvyAction and JWT shopper marketing and experiential firm
JWTAction. Geometry will operate in 56 markets worldwide with a staff of 4,000.
The firm has tapped Toby Hoare to be the new agency’s first chairman. He will remain based in London.
Steve Harding has been appointed CEO of the new entity, and he will remain based in New York.
In addition to his Geometry Global chairman duties, Hoare retains responsibilities as CEO of
JWT Europe and chairman, JWT London.
Harding is the former CEO of OgilvyAction. Matthew Schetlick has been appointed COO and CFO of the new global unit. Schetlick was previously COO and CFO
“With peoples’ attitudes and behaviors transformed by the digital and mobile revolution, traditional activation required both a broader set of capabilities and a
laser-focused approach to be truly worth the increased investment from marketers," stated Hoare.
WPP cited sources that estimated that companies spend between $50 billion and $60 billion on
shopper marketing efforts annually.
The holding company said that Geometry would work closely with sister agency network The Store, a global retail practice.