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Brand & Business: Geometry joins VMLY&R to create leading global commerce business

LONDON, UK – WPP today announces the launch of VMLY&R COMMERCE, a new end-to-end “Creative Commerce Company” combining the talent and scale of two thriving global offerings. VMLY&R COMMERCE will operate as a distinct company within  the VMLY&R global network. 

WPP agencies Geometry and VMLY&R will bring together their respective commerce  capabilities to provide world-leading expertise and delivery for clients at a time of  unprecedented global growth in ecommerce. VMLY&R COMMERCE will be led by Global Chief  Executive Officer Beth Ann Kaminkow, currently Global CEO of Geometry. 



VMLY&R COMMERCE will be central to the VMLY&R network’s total brand and customer  experience offering. It will help connected brands grow by unifying client strategies around  commerce to drive both brand equity and conversion. 

Beth Ann 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.” 

Geometry has proven a key partner in helping clients navigate the new commerce landscape.  VMLY&R has also seen substantial momentum across its customer experience practice,  expanding its ecommerce business with client partners. VMLY&R COMMERCE will align these  global powerhouses to create a best-in-class, end-to-end offer for clients. It will leverage the  combined assets of the Geometry and VMLY&R networks, which between them have more than 11,000 employees across 80 countries worldwide.  

VMLY&R COMMERCE will harness Geometry’s proprietary Living CommerceTM platform to  guide strategic commerce consultation, development and activation across retail, design,  experiential and innovation disciplines. Living CommerceTM facilitates the understanding of how,  when and why people buy to deliver creative commerce solutions based on real human insights,  driving commercial impact. 

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

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.” 

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

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