OgilvyAction has merged with the world’s largest activation agency, Geometry Global.
If you can’t beat them, join them. You can’t beat Geometry Global. It’s a WPP megashop formed by joining G2, OgilvyAction and JWTAction. It’s the world’s largest activation network, operating in 56 countries. And OgilvyAction Australia is no longer the last hold out.

It has joined the fold, the last OgilvyAction in the world to do so. The move will significantly bolster Ogilvy Australia’s shopper capability. The new agency, Geometry Australia, will have huge capabilities and access to Geometry Global’s shopper tools, like Precision Activation, “the right combination of spaces, places, moments and voices that enable us to sell more for our clients”.

John Goodman, regional president of Geometry Global noted, “Australia is a crucial part of our network offering with much to learn from.

Ogilvy Australia CEO David Fox said the merger would provide Ogilvy clients and the broader Australian business community with “deeper understanding and unparalleled insight into Australian shopper behaviour and intent”.

“Ogilvy Australia already boasts excellent credentials in the shopper area, but the increasing pace of shopper development and client demand meant we required a jump in head count and skills in the shopper space.

“This merger is about making our offering bigger and stronger with an enviable shopper skills set and access to a global network, with world-class capabilities.  Some may see shopper marketing as still being in its infancy in Australia.  But we can see it’s moving towards the formation of a more strategic shopper segment.   By bringing together two outstanding players in this field, it will enable us to catch the shopper wave as it starts to reach some scale.”

Geometry Global has honed its skills in shopper powerhouse markets in the UK, USA, and Asia-Pacific. It is on the top tier across a range of disciplines including shopper, relationship, promotional and experiential, trade and digital marketing. It was named Specialist Network of the Year in the 2014 Campaign Asia Network of the Year Awards.

Current Ogilvy Melbourne Group managing director, Sean Taylor, will move into the role of head of country for Geometry Australia, and his replacement at Ogilvy Melbourne will be announced soon.

“I’m excited to be taking on a position with Geometry that will help drive what is essentially a growth engine for Ogilvy.  Geometry connects people with brands at precisely the right times, in the right places, and right ways unlike any other shopper consultancy on the market, making a measurable difference to clients’ businesses.  We can’t wait to extend this world-leading capability to Australian brands.”