Geometry Global merges with VMLY&R

The new company will sit within the VMLY&R network but operate as a standalone business, led by Beth Ann Kaminkow, global chief executive of Geometry.

The move will combine VMLY&R’s customer experience practice and Geometry, including its commerce platform, which is used for commerce consultation, development and activation.

Between them, VMLY&R and Geometry have around 11,000 employees across 80 countries.

VMLY&R Commerce will be operational from 1^st January 2021 and the integration of the two teams and assets will continue throughout the year.

Kaminkow said the company would offer clients “creative commerce at scale, harnessing data and technology to build brands and sell products across channels”.

Mark Read, chief executive of WPP, said the move “meets clients’ needs for simple, tightly integrated propositions from their marketing services partners”.