WPP is folding 7-year-old brand-activation agency Geometry into a new company under VMLY&R focused solely on commerce. The holding group is expected to officially announce the news later today (November 17).
The new company will be called VMLY&R Commerce, and will combine Geometry’s relatively newly established expertise in creative commerce with the same expertise under VMLY&R.
The company will be led by Beth Ann Kaminkow, currently global CEO of Geometry. Kaminkow will now report to Jon Cook, the global CEO of VMLY&R.
VMLY&R Commerce will operate as a distinct company within the VMLY&R global network, and will commence operations from January 1.
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