Hiwaizi lands Geometry Global role

Geometry Global, the agency formed from the merger of G2 Joshua and OgilvyAction, has appointed SapientNitro planning director Omaid Hiwaizi as chief strategy officer.
Hiwaizi marks Sarah Todd’s first major appointment as chief executive, completing her UK management team line-up
In his new role, Hiwaizi will report into Todd and be responsible for driving the “precision activation” proposition at all levels of the business, developing a more precise understanding of consumer habits and motivations through a mix of data, analytics and behavioural insights across all relevant channels and contexts.
After studying Maths at Cambridge University, Hiwaizi embarked on a career as a creative, designing i-D magazine. In 1995, he co-founded direct marketing agency Hubbard Hiwaizi McCann, as creative director.
He soon took on the role of director of difference (delivering innovation in process, culture/environment and services to differentiate the agency proposition), before finally moving to the role of planning director. He then co-founded interactive communications agency Crayon, which was formed from a merger with Hicklin Slade, but quit in 2008, to lead the planning department at Chemistry.
By 2011, he had switched to SapientNitro, spearheading marketing strategy, brand planning and digital strategy across a number of SapientNitro’s national and global clients. While there, he worked across advertising, direct and retail marketing, social and CRM.
Todd said: “At Geometry Global, I believe we’ve the opportunity to create something truly unrivalled within the marketplace. Our proposition – driven by the sophisticated tools at our disposal and with a remarkable depth of cross-disciplinary talent – will enable us to deliver more insightful creative work and better ROI for our brands with pinpoint accuracy, wherever is most impactful along the purchase decision journey.
“Attracting someone of Omaid’s outstanding calibre is a testament to the opportunity we have in front of us. He has an outstanding track record of inspiring both clients and account teams across all the discipline areas along the path to purchase – digital, shopper, experiential, CRM, trade and promotional marketing. His wealth of experience, plus also his innate curiosity in people, brands and technology, means he is a perfect fit with our desire to deliver more meaningful connections for brands and consumers via Precision Activation.”