Then: Ogilvy Action Sri Lanka. NOW: Geometry Global
View(s):The Phoenix Ogilvy Group, probably Sri Lanka’s largest advertising groups and among the oldest agencies, has announced that Ogilvy Action, its pioneering activation agency, will be named Geometry Global.
This follows a recent global merger of two key WPP companies – Ogilvy Action and G2.
Irvin Weerackody, Chairman, Phoenix Ogilvy Group
Geometry Global will combine the complementary expertise of the merging global two entities with in-depth local market understanding, to offer creative and effective consumer activation, trade marketing, shopper marketing, one-to-one marketing and digital activation services to its clientele, the Sri Lankan agency said.
Commenting on this merger, Chairman of the Phoenix Ogilvy Group of companies, Irvin Weerackody said, “Ogilvy Action was set up 14 years ago when the word ‘activation’ was not in the Marketing Manager’s jargon in Sri Lanka. Ogilvy Action was the first activation company in Sri Lanka and today, the biggest, and also has to its credit, some of the landmark activation campaigns launched in Sri Lanka and Maldives”.
As Ogilvy Action acquires a new identity as Geometry Global, Mr. Weerackody further said, to usher in this merger, “we are making a unique and new offering to the client community, which is once again a first in Sri Lanka – that is the launch of the Word of Mouth (WOM) communications arm, ONE-ON-ONE.
ONE-ON-ONE is a well-structured inter-personal communications arm, which will focus and specialise on the following areas;
* Training the trainers (communicators) to create a network of inter-personal communicators.
* Development of content to have seamless and unified messaging. Growth of network to include consumers and retailers with strong influence in communication.
* Monitoring and reporting for proper effectiveness evaluation of initiatives and overall programme management.
“This way, we will create and nurture communities of brand advocates, who create authentic WOM offline as well as online for brands, thus growing sales at a fraction of traditional media costs,” he added. Geometry Global held a planning meeting recently attended by the heads of all key countries in the region, including Sri Lanka.
General Manager of Geometry Global Sri Lanka, Vino de Silva remarked that the planning meeting was very insightful. “Innovative thinking and learning was introduced to the leadership to reach out more effectively to today’s consumers in Asia. Sri Lanka is geared to provide the full service offering of this expansive global network.”
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