WPP brings together G2, OgilvyAction and JWTAction to launch Geometry Global
WPP has formed the largest activation agency in the world by bringing together G2, Grey Group's activation agency, OgilvyAction, and JWTAction.
With 4,000 staff in 100 offices across 56 countries, Geometry Global will offer services in consumer activation, trade marketing, shopper marketing, one-to-one marketing and digital activation.
Based in London, Toby Hoare will be chairman of Geometry, retaining his responsibilities as CEO of JWT Europe and chairman of JWT London.
Steve Harding, the former CEO of OgilvyAction, will be Geometry Global’s CEO, while Matthew Schetlick, formerly the COO/ CFO of G2, has become Geometry Global’s COO/CFO.
Both Harding and Schetlick will be based in New York.
Commenting on the merger, Hoare said: "With peoples’ attitudes and behaviors transformed by the digital and mobile revolution, traditional activation requires both a broader set of capabilities and a laser focused approach to be truly worth the increased investment from marketers."
Harding added: "The global context adds another dimension as marketers and retailers alike look to capitalize on consumer spending in fast growing markets. Geometry Global combines all these together under one roof in more places around the world than any other network of its kind.”