Geometry joins VMLY&R unveiling WPP’s new end-to-end creative commerce company

Beth Ann Kaminkow who is currently Global CEO of Geometry, will lead VMLY&R COMMERCE as Global Chief Executive Officer.

WPP announced today the launch of VMLY&R COMMERCE, a new end-to-end “Creative Commerce Company” which combines the expertise and scale of both global offerings. VMLY&R COMMERCE will operate as a distinct company within the VMLY&R global network.

WPP agencies Geometry and VMLY&R will bring together their respective commerce capabilities to provide world-leading expertise and delivery for clients at a time of unprecedented global growth in ecommerce. VMLY&R COMMERCE will be led by Global Chief Executive Officer, Beth Ann Kaminkow (pictured) who is currently Global CEO of Geometry.

“Consumer experiences today are centered on commerce, making it increasingly important to our clients’ marketing and media decisions and as the pandemic accelerates new consumer behaviors and expectations, commerce is fast becoming the next channel for the most creative engagements and experiences,” Beth said. “With the launch of VMLY&R COMMERCE, we can now offer our clients creative commerce at scale, harnessing data and technology to build brands and sell products across channels.”

By helping connected brands grow by unifying client strategies around commerce to drive both brand equity and conversion, VMLY&R COMMERCE will be central to the VMLY&R network’s total brand and customer experience offering

VMLY&R COMMERCE will align both global companies to create an end-to-end offer for clients by leveraging the combined assets of the Geometry and VMLY&R networks, which between them have more than 11,000 employees across 80 countries worldwide.

“I’m thrilled to work with Beth Ann on the evolution of our collective commerce offering through VMLY&R COMMERCE,” said VMLY&R Global CEO, Jon Cook. “We have been partnering closely across many clients and it is clear we share a vision and belief in the role commerce plays in a consumer’s journey and creating connected brands.”

According to a statement released by WPP, VMLY&R COMMERCE will harness Geometry’s proprietary Living Commerceplatform to guide strategic commerce consultation, development and activation across retail, design, experiential and innovation disciplines. Living Commerce^TMfacilitates the understanding of how, when and why people buy to deliver creative commerce solutions based on real human insights, driving commercial impact.

“This new company will offer outstanding creativity, industry-leading commerce expertise, and sophisticated data and technology skills to help brands grow in an omni-channel world,” said CEO of WPP, Mark Read. “It also meets clients’ needs for simple, tightly integrated propositions from their marketing services partners.”

VMLY&R COMMERCE will be fully operational from January 1, 2021, and the integration of the agencies’ teams and assets will continue through 2021.