• by Steve McClellan  @mp_mcclellan, July 31, 2013

In June WPP said it was bundling 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 New York.

Now, the holding company has actually done it—in New York at least—mushing everyone from the merged units into a single facility—the original home of the Auerbach Chocolate Factory on the West side of Manhattan.

The idea behind the re-bundling 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.  

The consolidation into one New York space “further bolsters Geometry Global’s offering in North America,” asserted co-CEO Sheila Hartnett.  

Translation: Now the corporate overlords can keep a better eye on the worker bees to make sure nobody is slacking off.