WPP’s Geometry Encompass Aims To Build A Profitable Business, Marketing & Advertising News, AND BrandEquity

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After going through a rough patch, the dust finally seems to have settled for Geometry Encompass, the experiential marketing agency owned by the WPP group. The agency is now focused on building a profitable and sustainable business. “The opportunity lies in digital and data. The new Geometry Encompass must be a data-driven, digital-driven experiential marketing company that is focused on ROI, ”said Roshan Abbas, Founder and CEO of Geometry Encompass. Abbas is also currently the interim CEO after Sukrit Singh, CEO, said in his papers.

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Sukrit Singh steps down as CEO Geometry Encompass

The agency claims that it generates its monthly income of around Rs 10 crore. He recently won five new companies including HP, Diageo, Amazon, among others.

Across the various divisions of Geometry Encompass, marketing and customer activation is doing well. “Currently, events, including the most important ones, contribute 50% of overall revenue, while 40% come from activations. Customer marketing only contributes 10% of overall revenue, ”Abbas added.

While events are largely large concerts where a brand targets many consumers at a time, activations are experiences created for one-on-one interaction between a brand and consumers. As part of customer marketing, activities are carried out in retail outlets, which includes point-of-sale (PoS) overhaul, among others.

Abbas pointed out that over a two-year period the mix will change, with customer marketing contributing 20% ​​of overall revenue, in addition to the company gradually moving away from large-format events, “The idea is to create work that is valued. That is why we want to focus on activation and customer marketing. It is also one of the reasons for expanding our geographic presence, “he said. he noted.

The company will soon open an office in Bangalore.

According to Abbas, when he started the agency at the time, the goal was to create the next-level experiential marketing company. Post being acquired by WPP in 2008, the focus shifted to building a legacy. “And today it’s a combination of the two,” he added.

Encompass was founded by Roshan Abbas and Sukrit Singh in 1998. Initially it was an event management company. It was in 2003 that she turned to BTL and started offering solutions in brand activation services such as events, radio, promotions, TV, movies, outdoors, printing, among others. It was acquired by WPP in 2008 and then merged with Geometry Global in 2015.


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