Geometry Global UK Appoints Head of Digital

Geometry Global, WPP’s global shopper activation agency, has appointed Adrian Nicholls as its UK Head of Digital.  Nicholl’s, who was formerly on the board of CMW as well as holding positions at DraftFCB, GoodTechnology and Glue London, has been hired to lead Geometry Global UK’s digital charge.

As Head of Digital, Adrian will report directly to Sarah Todd, UK CEO. He will be responsible for the agency’s digital work and embedding this into the agency’s wider omnichannel proposition. Working across all clients and prospects, Adrian will further enable the agency to deliver campaigns with precision activation embedded into all outputs. This will enable clients to be able to better engage with the modern 21st century shopper, whose behaviour is not constrained by platform.

As one of the industry’s digital innovators, Adrian brings a unique set of skills to the role. Previous to Geometry Global UK, he held a board level position as Business Lead at CMW, allowing him to reshape the agency from the inside out. This was the latest in a 20 year line of digital and integrated positions, including his role as an Executive Board Member and Client Services Director at DraftFCB London, Managing Director at Blue Barracuda, Deputy Managing Director at GoodTechnology and Group Account Director and New Business Director at Glue London.

This innate knowledge of today’s consumer environment has given Adrian the perfect mix of skills to help further integrate digital into the heart of Geometry Global UK’s omnichannel offering. He will lead the way in fostering close partnerships between the client services, new business and digital teams, allowing the latest digital innovations to take centre stage of the work produced by the agency.

Adrian will also undertake an internal education role, improving the way the agency uses digital techniques to target consumers across purchase decision journeys. Working with the agency’s Digital Council, he will develop initiatives that will help deliver next generation ideas in an environment that is evolving at an extremely rapid pace.

Sarah Todd, UK CEO of Geometry Global, said: “With shopper behaviour evolving, it is crucial to be ahead of the game, with digital technology as a core focus – a focus Adrian will provide. He brings a unique blend of hands-on leadership and innovative thinking to Geometry Global, alongside his digital evangelism. This finger-on-the-pulse mentality will further give Geometry Global the ability to deliver creative solutions that truly reflect people’s omnichannel lives and behaviours, helping our clients across all categories to understand and engage with their audiences even more precisely and powerfully across channels and platforms than ever before.”

Adrian Nicholls, Head of Digital of Geometry Global, said: “In the last 18 months we’ve seen a significant shift in shopper behaviour with people today instinctively jumping from channel to channel to inform, inspire and execute their purchase decisions.  Geometry Global is the world’s largest and most progressive agency in the omnichannel space and its precision activation proposition is setting the bar for industry performance across these platforms. It’s a perfect time to join an Agency focused on building a team with top-of-their-game talent working on sector leading clients that all share a passion for amazing creative work.”