WPP has launched activation agency Geometry Global in the Middle East.
Born out of the merger between WPP agencies OgilvyAction, G2 and JWT Action in June last year, Geometry Global replaces what was OgilvyAction, with the Dubai office acting as a hub for the rest of the region. The other two agencies involved in the merger – G2 and JWT Action – had not been present in the region or only covered North Africa.
The operation is being led by general manager Nick Walsh, who will report directly to Pietro Leone, Geometry’s EMEA CEO. He will be supported by creative director Ben Knight and planning director Roy Armale.
Although housed within the Memac Ogilvy Group, the agency will work as an “enabler” for other WPP agencies, with Walsh given more authority and autonomy to take management calls and develop agency structure.
“Our development in the Middle East and North Africa is going to be a step-by-step strategy,” said Leone. “We’re starting with Dubai now and then for next year we have already identified a couple of markets that we will launch in. Eventually, over the next three years, we want to be able to cover all of the key markets in the Middle East and North Africa, with the headquarters based in Dubai.
“The whole concept of Geometry Global is based on horizontality, which is a concept that WPP is promoting. So we will be working as a horizontal platform for the other WPP entities, in particular Ogilvy, JWT and Grey. We report directly into WPP in terms of direct reporting line, and we will empower and enable those three networks, especially when it comes to shopper marketing.”
Geometry Global Dubai will service existing clients such as Unilever, Coca-Cola and Audi, with the re-branding addressing increasing client demand for activation, both inside and outside the retail environment.
