Advertising may not be rocket science, but WPP Group, in its new name for a roll-up of retail marketing shops, likens a slice of it to math.
Geometry Global is the new name for the company's merger of G2, JWTAction and OgilvyAction. Collectively, the operation employs some 4,000 staffers in 100 offices located in 56 countries.
Beyond retail marketing, the shop will create events, and trade and digital marketing.
Geometry will be run by CEO Steve Harding, the former CEO of OgilvyAction; COO and CFO Matthew Schetlick, who held the same dual role at G2; and chairman Toby Hoare, the CEO of JWT Europe and chairman of JWT London.
Hoare retains his JWT roles and will continue to be based in London. Harding and Schetlick will work out of New York.
As if to underscore the value of shopper marketing, Grey Global Group, in the wake of its split with G2, is looking to develop its own capabilities in the space, with a search under way for an executive to lead the charge.