MERCADEO Versión en español
Jim Carlton from Geometry Global: Agencies like Geometry have been working to expand the category with big and bold ideas
Manuela Walfenzao| 11 de enero de 2016
En febrero Jim Carlton asumirá el cargo de CCO de Geometry Global
In February Jim Carlton will take office as North America Chief Creative Officer of one of the biggest agencies in the industry, WPP-owned Geometry Global. Carlton began his career as a designer and has been working in brand activation marketing for more than 20 years. Upon entering Geometry, he plans to further into BTL, or as he prefers to call them, at the line activations. “Traditionally, activation agencies create in-store signs and other impulse-oriented sales materials you might encounter in a Starbucks, McDonald’s or Walmart. Most often that means banners or other displays highlighting a new or discounted product, but agencies such as Geometry have been working to expand the category with big bold ideas that turn everyday objects into potential sources of PR and social buzz” highlighted Carlton.One of these experiences was the campaign Beautiful Hair, Whatever the Weather for Pantene, which recommends hair care products according to location and the weather, based on Weather Channel forecasts according to zip codes. The initiative has been in the market now for four years and has earned multiple awards. Carlton feels this role is a “once-in-a-lifetime opportunity to help highlight the sort of work done by retail/shopper-focused teams like those in Geometry’s 10 North American offices.””Because of our expertise on shoppers, our clients have naturally gone from giving us their paper merchandising requests to mobile, which is an extension of the shopper experience. We’ve started to deal with motion, movement and ideas beyond print” he said to conclude.
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