WPP continues consolidation: Geometry to fold into VMLY&R

Paige Murphy
By Paige Murphy | 18 November 2020

WPP has announced it will fold its brand activation business Geometry into a new company under VMLY&R.

The new business, VMLY&R Commerce, is an "end-to-end creative commerce company” which combines the talent and scale of both companies' global offerings.

It will operate as a distinct company within the VMLY&R global network.

VMLY&R Commerce will be led by global chief executive officer Beth Ann Kaminkow, currently global CEO of Geometry.

“Consumer experiences today are centered on commerce, making it increasingly important to our clients’ marketing and media decisions," Kaminkow says.

"As the pandemic accelerates new consumer behaviors and expectations, commerce is fast becoming the next channel for the most creative engagements and experiences. With the launch of VMLY&R Commerce, we can now offer our clients creative commerce at scale, harnessing data and technology to build brands and sell products across channels.”

VMLY&R Commerce will leverage the combined assets of the Geometry and VMLY&R networks, which between them have more than 11,000 employees across 80 countries worldwide.

VMLY&R Commerce will use Geometry’s proprietary Living Commerce platform to guide strategic commerce consultation, development and activation across retail, design, experiential and innovation disciplines.

“I’m thrilled to work with Beth Ann on the evolution of our collective commerce offering through VMLY&R Commerce,” VMLY&R Global CEO Jon Cook says.

“We have been partnering closely across many clients and it is clear we share a vision and belief in the role commerce plays in a consumer’s journey and creating connected brands.

"Importantly, we both have a deep passion for leading our businesses with a focus on culture – both internally and with our client partners which is essential in creating a new company built for the future.”

Locally, VMLY&R Commerce will be led by Geometry AUNZ CEO Sean Taylor.

Taylor joined Geometry in 2014, from Ogilvy Melbourne where he was managing director. Geometry was formed as the result of a merger of OgilvyAction, G2 and JWTAction in June 2013.

“2020 has seen explosive growth in ecommerce as brands adapt to a new reality. This new company will offer outstanding creativity, industry-leading commerce expertise, and sophisticated data and technology skills to help brands grow in an omni-channel world," WPP CEO Mark Read says.

"It also meets clients’ needs for simple, tightly integrated propositions from their marketing services partners.”

VMLY&R Commerce will be fully operational from January 1, 2021, and the integration of the agencies’ teams and assets will continue through 2021.

Last week, WPP announced it would fade out the Grey brand and merge the business into AKQA to form AKQA Group. 

WPP AUNZ CEO Jens Monsees confirmed with AdNews that whiteGREY would move into AKQA Group.

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