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Wednesday, March 29, 2023

WPP merges Geometry with VMLY&R

The world’s largest advertising and creative transformation company, WPP, announced the launch of VMLY&R COMMERCE, a new end-to-end “Creative Commerce Company”, integrating the talent and scale of two growing global offerings. VMLY&R COMMERCE will operate as a distinct company within the VMLY&R global network and will be operational from 1 January 2021. The integration of the agencies’ teams and assets will, however, continue throughout next year.

In joining forces, WPP agencies Geometry and VMLY&R will together offer top expertise for clients at a time of exceptional growth in e-commerce. VMLY&R COMMERCE will be led by Geometry’s Global Chief Executive Officer Beth Ann Kaminkow.

Beth Ann Kaminkow, Global Chief Executive Officer, Geometry.

Speaking about this strategic tie-up, Kaminkow said, “Consumer experiences today are centered on commerce, making it increasingly important to our clients’ marketing and media decisions. 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.”

Jon Cook, VMLY&R Global CEO.

Geometry has had considerable global experience in helping clients navigate the new e-commerce landscape even as VMLY&R has seen significant impetus in its customer experience practice. VMLY&R COMMERCE will now bring together these global powerhouses to create a “best-in-class, end-to-end offering” for clients. Between Geometry and VMLY&R, the two entities have more than 11,000 employees across 80 countries.

VMLY&R COMMERCE will tap into Geometry’s proprietary Living CommerceTM platform to guide “strategic commerce consultation, development, and activation” in retail, design, experience, and innovation. Living CommerceTM helps analysts understand how, when, and why people buy to “deliver creative commerce solutions based on real human insights” while driving commercial impact.

Mark Read, CEO, WPP

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

Speaking about the ecommerce platform, Mark Read, CEO of WPP, said: “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. It also meets clients’ needs for simple, tightly integrated propositions from their marketing services partners.”


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