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The Royal British Legion Appoints Geometry Global

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Enlists creative agency to develop retail merchandise strategy

The Royal British Legion Appoints Geometry Global

Creative Agency Geometry Global announced that it has been appointed by The Royal British Legion to develop its retail merchandise strategy, with the aim to drive engagement with the charity and to raise funds for the Legion to support serving members of the Armed Forces, veterans of all ages and their families.

Working closely with the Legion’s trading arm, the task requires Geometry Global to develop products and channel strategies which increase retail revenues to the charity but also to use branded merchandise to deliver its new Live On message.  Live On is the Legion’s current campaign to focus on the future of the living as well as the memory of the fallen.

The partnership aims to broaden the scope of the Legion’s work through merchandise, driving engagement throughout the year as well as optimising the role of merchandise in the annual Poppy Appeal. Using their unique methodology, Geometry Global will identify product opportunities and retail solutions to maintain presence and communicate the full range of the Legion’s work.

John Norton, Head of Retail Trading at The Royal British Legion, says: "Geometry Global has shown an incredible passion for our brand and purpose. They have world-class retail expertise which they have applied with rigour and flair. This is a fundamental partnership for the Legion to raise our Retail Merchandise operations to the next level".

Sarah Todd, Chief Executive Officer at Geometry Global, says: "It’s a privilege to work with a brand that has as much national significance as The Royal British Legion. We're passionate to partner with them and tell their story through retail. The vision they demonstrate, alongside our expertise at retail, will help us to further their crucial work."

Geometry Global were appointed after a pitch organised through Oystercatchers, the Marketing Agency Search, Evaluation and Pitch Consultants.  Angus Crowther, Managing Partner at Oystercatchers, says: “We’re delighted to have facilitated this partnership. As we’ve seen in recent days, it’s an organisation that carries with it considerable significance and we feel that Geometry Global is perfectly poised to fulfill The Royal British Legion’s mission to be the Number 1 provider of welfare, comradeship, representation and Remembrance for the Armed Forces community.”

Geometry Global will work alongside Y&R, who were recently appointed as The Royal British Legion’s advertising agency.

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VMLY&R COMMERCE UK, Tue, 18 Nov 2014 17:22:08 GMT