Score: 7
Last year: 6
How the agency rates itself: 8
The fact that Geometry Global’s current management line-up is identical to last year’s might be regarded as an achievement, given how quickly the revolving door has spun during the agency’s short life.
The most generous explanation would be to put the early senior departures down to teething troubles as WPP fashioned a new activation network out of three existing ones.
Indeed, the amount of organic growth from global brands – such as GlaxoSmithKline, Emirates, Mondelez and Coca-Cola as well as Kimberly-Clark – would seem to indicate an agency that’s becoming comfortable with itself . Geometry also won six new brands from Unilever. Vodafone’s departure turned out to be the only significant blot on the landscape.
Moreover, a policy of accelerating growth through greater collaboration with its WPP sister agencies seems to be reaping rewards. A joint venture with J Walter Thompson (Geometry@JWT) won the entire shopper marketing and retail activation for Blossom Hill and has developed further through work with Nestlé and Diageo.
A partnership with CHI & Partners beat MullenLowe London and Havas London to the international accounts for McVitie’s and Godiva.
Meanwhile, the agency has been building its offering by taking on new staff. Among them is Andrew Dougan, head of experiential and growth, who previously worked with chief executive Sarah Todd at one of the agency’s predecessors, G2.
There were some noteworthy creative highlights, too, particularly the Somme centenary work for the Royal British Legion, which was both poignant and relevant. If Geometry Global can close the revolving door while keeping its offering well defined, the agency’s prospects look sunny.
How the agency describes its year in a tweet
We grew with collaborative partnerships, innovative clients, multifaceted capability and fast turn-around UK delivery.
Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question