Target Marketing spoke with Carl Hartman, CEO of Geometry Global North America, a shopper marketing agency headquartered in New York and born out of the merger between G2, OgilvyAction and JWTAction.
What makes you famous?
We help our clients activate brand demand and sell their products. We are famous for our effectiveness. We’re the most awarded activation agency in the North American Effie Index.
What are the most important trends you see in interactive advertising today?
E-commerce, digital shopper and mobile.
What’s been your biggest hit of the past year?
We’re fortunate enough to have a lot of innovative, effective work from this year, including a number of award-winning cases. One of my favorites, though, is ‘We Got U’ at Walmart, for U by Kotex. This program targeted Millennial shoppers by offering instant rewards and savings in the feminine care category. It was a win-win for both U by Kotex and Walmart: Millennial women explored new aisles throughout the store, Walmart converted more Millennials to the feminine care category and U by Kotex increased sales across the board.
What’s your most important takeaway for marketers?
There are a lot of strong, admired brands sitting on the shelf. What are you doing to activate your brand demand?