WPP’s end-to-end creative commerce agency names Roy Armale as its first global chief innovation officer. Armale began his career at Geometry working on the application of behavioral thinking in shopper marketing, to keep clients ahead of the transformation in retail. Since then, his work across the agency’s diverse roster has resulted in the adoption of new innovation practices, acceleration of the agency’s investment in building collaboration tools- that bring data and technology closer to clients, turning ideas into scalable creative commerce solutions, etc.

Under the new role, Armale is tasked with re-engineering and embedding a leading-edge platform and tools to enable the delivery of Geometry’s Living Commerce operating system globally, while also overseeing the agency’s innovation practice, embedding the use of technology into the strategic and creative process- to accelerate growth opportunities for clients.

“Like all companies, technology is vastly transforming the way business and people connect, build and deliver products and growth. Roy is a brilliant mind, who has brought new and disruptive platforms to our agency across EMEA.  By expanding his remit worldwide, he will have a greater strategic impact on our business, unifying our data cloud solutions, activating digital and project management tools, and creating new collaboration and innovation capabilities worldwide,” commented Beth Ann Kaminkow, Global CEO.

Speaking on his new role, Armale said, “ The enablement of our highly skilled talent to operate more efficiently and effectively across the world has the potential to catapult our delivery of creative solutions for clients, locally and globally.  With a distinct approach to understanding people, and the new behaviors that drive engagement and ultimately purchase, Geometry has been on a mission to build a future-forward engine that goes beyond media and channels to find those opportunities that deliver conversion within a new commerce landscape. I look forward to working with our leaders in delivering on this vision.”