Geometry Launches Innovation Practice - Human Ready Ideas
Geometry has launched an Innovation practice to rapidly develop ideas and initiatives that create financial growth for clients across channels and categories.
It will support brands and businesses with non-traditional solutions to modern-day challenges such as the future of on-trade, and, how to unlock new markets and profit models. Geometry is working on briefs from Diageo, Coca-Cola, Fuel 3D among others.
Explains Geometry Executive Creative Director, Elspeth Lynn, “The world is never going to be as slow as it is today. Disruption is the new status quo – brands in business in five years’ time will not be doing business in the same way. Our job is to help our clients innovate and exploit channels, unlock new categories and build new products to drive growth. Innovation, we believe, sits at the core of this.”
Led by Darren Burdock-Latter, Head of Innovation, Geometry UK, the leadership team includes Debbie Ellison, Head of Digital, Geometry UK; Richard Hartle, Integrated Creative Director, Geometry UK; and Roy Armale, Chief Experience Officer, Geometry EMEA.
Introducing Human-Ready Ideas
The practice aligns with Geometry’s People First strategy – with innovation created around people up rather than from brand down, with ideas built on human need, benefit and behaviour.
The process is a collaborative client partnership that moves from problem to opportunity to solution within a twelve to twenty-week timeframe.
The team and the footprint
The practice is a London-based team of fifteen disciplinary-agnostic creative and strategic designers, engineers, developers and researchers. It has rolled-out virtual hubs across Europe for clients in Western Europe and Africa.
It expands Geometry’s current offering through experiential, omnichannel & eCommerce, B2B & trade, retail & shopper, brand & design. And is the latest in a series of Geometry investments to support clients in a disruptive business landscape. The agency recently announced two senior appointments to accelerate growth through omni-channel and digital commerce. 2017 saw the launch of Captivate thought leadership platform, the global e-commerce accelerator, plus, a move into sensory reality marketing.