Mumbai: Geometry Global, a unit of advertising and media firm WPP Plc, has partnered with Mumbai-based communication and marketing firm Encompass to form one of the country’s largest experiential marketing network under the name Geometry Global Encompass Network.
Encompass, founded by Roshan Abbas and Sukrit Singh, was acquired by WPP in 2008.
Geometry Global Encompass Network, with over 400 employees in Mumbai and Delhi, will specialize in shopper, rural marketing, large-scale events, exhibitions and digital activation among others.
Its management and advisory board comprises senior executives from WPP’s subsidiaries Ogilvy, Encompass and Geometry Global.
Martin Sorell, chief executive officer of WPP Plc, said the collaboration will help capitalize on the growing demand for experiential marketing in the retail space in India. “There is a rise in proximity retailing in India. Retailers both offline and online are investing heavily in the shopper in-store activities,” Sorell said at a press meet in Mumbai.
Sorell said WPP India will grow at the rate of 10% in terms of its revenue and organic growth will be its “principal way to drive growth in India”.
Besides, WPP also launched Data Alliance to support the group’s data business and data driven marketing initiatives. India is the first market to launch Data Alliance in the Asia-Pacific region.
Sorell said it will provide data-driven solutions to its clients while enabling e-commerce, mobile and social data strategies in India.
The company also launched a corporate social responsibility (CSR) foundation to help consolidate CSR activities of all WPP companies in India.
Sorell said the initiative is being launched keeping in mind the government’s push for companies to commit certain portions of their business to social initiatives.
Besides, WPP India also announced its entry into the education sector through its tie-up with Mumbai-based Indian School of Design and Innovation.
“It is a demonstration of collaboration between academia and industry to create a curriculum that is unique to the needs of a fast-changing communication environment,” said Rajan Kapur, country manager, WPP India.