"We want India to be a creative hub": Diana Cawley, Geometry Global

Steve Harding, global CEO, Geometry Global, spoke about the importance of India as a market to the agency.

 

He said, “India is currently in the top 10 markets for us. Our largest global markets right now would consist of USA, UK, Japan, Russia, Germany and China. We believe India will be in the top five in the next couple of years.”

 

He added, “We service global clients with global campaigns that are adapted them locally. We need to stay on the front foot and constantly evolve.”

 

Diana Cawley, CEO – Apac, Geometry Global, added, "We want India to be a creative hub. We are doing global campaigns from India. We have already worked on one for Kimberly-Clark and hoping to do more of them.”

 

Encompass had founded in 1998 by Roshan Abbas. It was acquired by WPP in 2008 and later merged with Geometry Global in 2015.

 

Abbas explained the challenges an agency like Geometry Encompass India faces, "We lack infrastructure even today. And then there's the major lack of talent. Brands are using AR and VR in a gimmicky kind of way right. It's a bit like how brands publicised 'Likes' and 'Trending' a few years ago. Brands need to get objective now in terms of what they want in AR and VR.”