Geometry Focuses Latin America Business on New Region, Andean/Central America

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Restructure sees a consolidation of efforts from Perú to Guatemala with Colombia serving as hub across its seven offices.

WPP’s end-to-end Creative Commerce agency accelerates growth in Latin America as it structures its business around key growth markets from Bogotá, Cali, Lima to San José. The new region known as Andean/Central America will be driven to unify as one, integrating more closely its service offering and go to market strategies and processes while growing current customers in the region such HBO, Coca-Cola and Colgate, among others.

After a strong start to 2020 from Colombia, Geometry has named Xavier Serrano as CEO of Central America working in partnership with other regional leaders as Camilo Afanador (Colombia), Omar Romero (Colombia), Ines Sologuren (Peru) and Carolina Barrantes (Costa Rica). The new region will harness the centers of excellence across the region within Retail, Digital, Planning, Experiential, and more. It will also tap leadership from its top offices to ensure a strong footing in accelerating its creative commerce vision. 

“We are very excited with the opportunities that come with this new year. As Colombia’s economy thrives, we have a unique opportunity to grow more quickly our clients who operate across the 28 markets in the region, unifying strategies and giving our people greater reach to have impact,” commented German Yunes, LATAM, Regional CEO.


The announcement comes on the heels of a strong award season across Geometry’s Latin America offices at El Ojo de Iberoamérica, Círculo de Oro, ElDorado, and El Diente, among others. With strategic intent, this move will also offer Geometry’s 300+ employees working within the region the ability to collaborate and grow its portfolio of creative commerce work across a diverse local and global client roster.