One of Geometry Global’s latest recruits, Jo Booth, joins WPP’s activation arm as the regional head of strategy in Dubai. We recently had the opportunity to speak with her about her new role, Geometry’s regional presence, and her hopes and dreams.

An aspect of her role that Booth wants to highlight is campaign measurement and the effectiveness agenda; she says, “marketing is almost a dark art of sorts, it’s a science that lots of clients view as fluffy, but it isn’t actually, there’s quite a lot of science and math and rigor involved in it.” Speaking on their proprietary solution, Booth explains that Leonardo is Geometry’s strategic tool kit with five key stages which they can take to a client to be deployed within that client’s operating system.

Booth explains a few issues with the regional client mentality that currently surrounds activation. She says, “Traditionally, when clients think about activation here, they think about a stand in a mall.” But, she continues by illustrating what Geometry does with Leonardo: “We take a step back to see what is driving the behavior of each client’s category.” Booth notes the importance for companies like Geometry to capitalize on the the current opportunity to have conversations with consumers on an individual basis. On the creative industry, Booth indicates, “One of the biggest challenges for our sector now is being innovative, but innovation is seen as a different industry.”

When speaking of how she wants to reach approach her new role in the region holistically, coming from the marketplace in the UK, she explains, “It would be really interesting if we could transform the way global clients see this region, to put that on the agenda is something I’m incredibly keen to do. Here, there’s a wealth of different nationalities living together in harmony, and what that could do for a global brand would be an amazing adventure.” Booth asserts her excitement to be in the industry here because, she explains, there is a 20 percent growth for brands year on year.

Booth concludes our chat with a quote that has defined her career: “A brand is a collection of opportunities at the fingertips of the customer.”

Watch the video for more with Booth and learn about her new role here.