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The Royal British Legion looks to increase retail revenues with appointment of Geometry Global

The Royal British Legion is looking to ramp up its retail revenue streams and create more merchandise and has appointed Geometry Global to develop its strategy.

The charity has tasked the creative agency to develop products and channel strategies which increase retail revenues to the charity but also to use branded merchandise to deliver its current Live On campaign.

The partnership aims to broaden the scope of the Legion’s work through merchandise, and drive engagement throughout the year as well as optimising the role of merchandise in the annual Poppy Appeal.

As part of this Geometry Global will identify product opportunities and retail solutions to maintain presence and communicate the full range of the Legion’s work.

John Norton, head of retail trading at The Royal British Legion, commented: "Geometry Global has shown an incredible passion for our brand and purpose. They have world-class retail expertise which they have applied with rigour and flair. This is a fundamental partnership for the Legion to raise our retail merchandise operations to the next level".

Geometry Global was appointed after a pitch organised through Oystercatchers, and will work alongside Y&R, which was recently appointed as The Royal British Legion’s advertising agency.

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