Geometry Launches Innovation Practice

Human-ready ideas to create untapped commercial growth

We’re delighted to announce the latest in a series of initiatives created to help clients build financial growth across channels and categories.

Our newly launched Innovation Practice is designed to deliver non-traditional solutions to modern-day challenges - such as the future of on-trade, and, how to unlock new markets and profit models. We’re already working on briefs from Diageo, Coca-Cola, Fuel 3D among others.

Elspeth Lynn, our Executive Creative Director, explained: “The world is never going to be as slow as it is today. Disruption is the new status quo – brands in business in five years’ time will not be doing business in the same way. Our job is to help our clients innovate and exploit channels, unlock new categories and build new products to drive growth. Innovation, we believe, sits at the core of this.”

Led by Darren Burdock-Latter, Head of Innovation, Geometry UK, the leadership team includes Debbie Ellison, Head of Digital, Geometry UK; Richard Hartle, Integrated Creative Director, Geometry UK; and Roy Armale, Chief Experience Officer, Geometry EMEA.

The practice aligns with Geometry’s People First strategy – with innovation created people up rather than from brand down, with ideas built on human need, benefit and behaviour. The process moves from problem to opportunity to solution within a twelve to twenty-week timeframe.

Geometry’s Innovation Practice is London-based with a stellar line-up of fifteen disciplinary-agnostic creative and strategic designers, engineers, developers and researchers. We have now rolled-out virtual hubs across Europe for clients in Western Europe and Africa.

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