School Reports 2015: Geometry Global UK


Score: 7  Last year: 6

The momentum that Geometry Global had acquired in its inaugural year continued and gathered pace in its second.

The agency, which was formed from an amalgamation of G2 Joshua, JWTAction and OgilvyAction in 2013, picked up accounts from big blue-chips clients such as Vodafone, Heineken and Mondelez International to sit alongside Coca-Cola. It also won projects for lesser-known brands including Nanna Kay’s and Luxottica, and expanded its relationship with an existing client, Emirates.

A raft of new business wasn’t the only new arrival at Geometry’s Paddington office. At the beginning of 2014, the agency appointed Daniel Hennessy as its chief creative officer, replacing Richard Jones, who was part of the original management line-up. Other key hires included Georgia Barretta, the head of design, and Adrian Nicholls, the head of digital, who joined from Saatchi & Saatchi X and CMW respectively.

Geometry also demonstrated some innovative work on Hennessy’s watch. Activity for Triumph was recognised by Warc as one of the 100 smartest marketing campaigns in the world. The innovative interactive experience to launch Triumph Essence’s Luxury Collection included a mirror installation in Selfridges’ London department store that invited shoppers to try on the new range virtually.

The agency launched "Leonardo", a behavioural-change methodology enabling it to develop effective creative ideas, and enhanced its creative technology department, Geometry Lab.

This should all increase Geometry’s creative prowess and, with the launch of a new department, Geometry Intelligence, in 2015, the rest of the year looks set to be meaningful.

How the agency scores itself: 7

How the agency rates itself: In 2014, Geometry Global truly established itself in the market. Our priority was to embed our proposition and prove our capabilities, a goal we accomplished by delivering insightful and creative work while attracting significant new business. We cemented our cultural identity and ownable language, while maintaining post-merger stability with no client losses. We’ve gained huge momentum, established a stellar client roster and created a robust platform for further success.

Geometry Global UK
Type of agency Integrated creative
Company ownership WPP
Declared income n/s*
Total accounts at year end 50
Accounts won 16 (biggest: Heineken)
Accounts lost 0
Number of staff 350 (no change)
Key personnel Sarah Todd chief executive
Daniel Hennessy chief creative officer
Omaid Hiwaizi chief strategy officer
Jess Davey global clients director
Raj Dadra chief financial officer

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

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.