• by Steve McClellan  @mp_mcclellan, January 21, 2021

VMLY&R Commerce continues to assemble its global team with the announcement that Debbie Ellison, Chief Digital Officer Geometry UK has been promoted to Global Chief Digital Officer.

In this newly created role, Ellison becomes responsible for driving new business opportunities, revenue streams and enhanced capabilities for clients and the agency.  She is tasked with identifying and delivering digital commerce solutions to support clients and their digital transformation agendas across markets.

The appointment follows WPP’s move last fall to fold ecommerce agency Geometry into VMLY&R. Geometry and VMLY&R’s existing commerce team were merged into the new entity VMLY&R Commerce. Global CEO Beth Ann Kaminkow, previously Global CEO of Geometry, has been tapped to lead it.

The reorganization comes during a frenetic period of growth in the ecommerce sector spurred in large part by the pandemic and forcing businesses worldwide to rethink and boost ecommerce and broader digital capabilities.

GroupM estimates that global retail e-commerce will hit a staggering $3.9 trillion in 2020 excluding food and delivery services.

During her tenure with Geometry Ellison led the agency’s effort to develop a capability called The Flagship (the agency calls it a first),  a physical immersive space using 360 projection mapping to re-create over 140 retail environments, helping clients to trial innovative technology and growth solutions.

In collaboration with sibling unit Social.Lab, Ellison also launched a new practice called Social Commerce+ which focuses on connecting social to increase ecommerce sales.

In December VMLY&R Commerce promoted Manuel Bordé to the role of Global Chief Creative Officer.