Geometry Global nets Legion brief

The Royal British Legion has appointed Geometry Global to devise a new strategy to boost its year-round revenue from retail and merchandising activity supporting its “Live On” campaign.
Best known for its annual Poppy Appeal, the charity has ramped up activity this year to commemorate the 100th anniversary of World War 1; this includes supporting Sainsbury’s Christmas TV ad, which has proved controversial.
The agency picked up the account following a pitch handled by Oystercatchers, and will work closely with the charity’s recently appointed ad business Y&R.
The partnership aims to broaden the scope of the Legion’s work through retailers, and sustain its marketing activity throughout the year as well as optimising the role of merchandise in the Poppy Appeal.
Geometry Global has been briefed to identify product opportunities and retail solutions to maintain presence and communicate the full range of the Legion’s work.
Royal British Legion head of retail trading John Norton said: “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.”