The agency will offer services including packaging and identity design, graphic communications, merchandising, furniture, events and exhibitions. It is 100% owned by Grey Global Group and two of its launch clients, Masterfoods and GlaxoSmithKline, are clients of the ad agency Grey London.
Jonathan Dodd takes the role of CEO, having worked with Grey Group for 17 years. He was previously chairman of G2, Grey's global network of integrated marketing agencies. Joining him as creative partner is Villiers.
Geometry has included two planning directors on its management team -- Natasha Delliston, who joins from Grey-owned agency Joshua, and Fillingham. It says that giving equal status to design and strategic planning will help to better develop brands. Marc Smith rounds out the management team, joining from Grey Worldwide as business development director.
Dodd said: "We offer clients the same rigour and intensity of consumer and brand insight that has traditionally been found only in advertising."
The agency has plans to expand internationally.
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