WPP Merges Geometry with VMLY & R to Create Global Trade Company, Marketing & Advertising News, AND BrandEquity

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WPP merges Geometry with VMLY & R to create a global trading company.

WPP announced the launch of VMLY & R COMMERCE, a new end-to-end “creative commerce company” combining the talent and scale of two successful global offerings: VMLY & R and Geometry. VMLY & R COMMERCE will operate as a separate company within the global VMLY & R network.

The two WPP agencies will bring their respective business capabilities together to provide expertise and delivery to clients to keep pace with the global growth of e-commerce. VMLY & R COMMERCE will be led by Global Managing Director Beth Ann Kaminkow, currently Global Managing Director of Geometry.

VMLY & R COMMERCE will play a central role in the overall branding and customer experience offering of the VMLY & R network. It will help connected brands grow by unifying customer strategies around commerce to drive both brand equity and conversion.

Kaminkow said, “Today’s consumer experiences are centered on commerce, which makes it increasingly important to the marketing and media decisions of our customers. As the pandemic accelerates new consumer behaviors and expectations, commerce is quickly 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, leveraging data and technology to build brands and sell products across all channels.

VMLY & R COMMERCE will leverage the combined strengths of the Geometry and VMLY & R networks, which together have more than 11,000 employees in 80 countries around the world.

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VMLY & R COMMERCE will leverage Geometry’s proprietary Living Commerce platform to guide strategic commerce consultation, development and activation across the disciplines of retail, design, experience and innovation. Living Commerce makes it easy to understand how, when and why people buy to provide creative commerce solutions based on real human knowledge, which drives business impact.

“I am delighted to be working with Beth Ann on the evolution of our collective trade offering through VMLY & R COMMERCE,” said Jon Cook, Global CEO of VMLY & R. “We have forged close partnerships with many clients and it is clear that we share a vision and a belief in the role commerce plays in a consumer’s journey and in creating connected brands. Above all, 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 to create a new business built for the future. “

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Mark Read, CEO of WPP, said, “2020 has seen explosive growth in e-commerce as brands adjust to a new reality. This new company will offer exceptional creativity, cutting-edge business expertise, and sophisticated data and technology skills to help brands thrive in an omnichannel world. It also caters to clients’ needs for simple and tightly integrated proposals from their marketing service partners.

VMLY & R COMMERCE will be fully operational from January 1, 2021 and the integration of teams and branch assets will continue until 2021.

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