Is Brand Activation Marketing Finally Getting Respect as a Truly Creative Field?

Geometry Global's new CCO aims to bring 'below the line' into the light

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Jim Carlton has long struggled to characterize what it is, exactly, he does for a living.

"It's a question my parents have often asked me," he tells Adweek, adding, "Design was hard enough to explain to them!"

Carlton started his career as a graphic designer, and he has worked in brand activation marketing for more than 20 years. In February he will become North American chief creative officer of one of the sector's largest agencies, WPP-owned Geometry Global.

Rebranding a Long-Overlooked Practice

Jim Carlton, incoming CCO of Geometry Global

Though activation has been around in some form for decades under different names, it has largely failed to explain itself to a public that defines "advertising" as TV/digital video spots and out-of-home work like giant, can't-miss-'em billboards.

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