Geometry Global's new-business record was solid in 2015 - but that's more than can be said for its management team.
The agency secured 18 wins: much of it from existing clients, including GlaxoSmithKline and Coca-Cola, but there were some new paymasters, such as the solar-energy provider Lightsource. Geometry claims to have only lost one client, SC Johnson, and that was due to a global realignment of the client’s business.
Still, you can’t help but notice that Geometry’s senior line-up is almost completely different to the one in the previous year.
First, the chief strategy officer, Omaid Hiwaizi, left to join Blippar. Geometry, in turn, created a strategic consultancy arm, Geometry Intelligence, to provide advice higher up clients’ management chains and hired Cake’s Martin Smith to lead it.
In October, Geometry lost its chief creative officer, Daniel Hennessy. His replacement was swiftly announced as Juan José Posada, the network’s Latin America creative chief.
In 2015, the agency also said goodbye to Jess Davey, the global clients director, and Raj Dadra, the chief financial officer. Geometry recruited Cheil London’s Andrew Bell to be its managing partner and head of client relationships, while Debbie Ellison was promoted to head of digital towards the end of the year.
Despite the disruption, the agency produced some good work. Its Vodafone business-to-business account grew 20 per cent. Geometry also worked with Amazon to promote the Pass My Parcel delivery service and launched pop-up shops for The Royal British Legion.
How the agency rates itself: 7
"We honed our purpose to "inspiring people to buy well". We launched Geometry Intelligence and live retail analytics to influence purchase behaviour and Geometry Labs to test shopper experiences, and welcomed in-store communications partner Barrows. This agenda drew talent committed to inspiring behaviour change, innovation, dynamic retail experiences, data and tech; new category-disruptive clients; and continued growth from clients."
|Type of agency||Integrated creative|
|Total accounts at year end||68|
|Accounts won||18 (biggest: GlaxoSmithKline)|
|Accounts lost||1 (SC Johnson)|
|Number of staff||332 (-5%)|
|Women in senior management||25%|
|BAME staff in senior management||13%|
|Key personnel||Sarah Todd, chief executive
Juan José Posada, chief creative officer
Martin Smith, chief strategy officer
Andrew Bell, managing partner, head of client relationships Debbie Ellison, head of digital
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.