Geometry announces experiential lead for MENA

Safwan El Roufai recruited as Geometry’s executive vice-president for MENA as the agency launches new digital product LDX

Safwan El Roufai, executive vice-president MENA, Geometry

Geometry Global, WPP’s end-to-end Creative Commerce agency has announced the appointment of Safwan El Roufai to lead its experiential offering as Executive Vice President for Middle East & North Africa. Joining the Geometry family, Safwan is tasked with bolstering Geometry MENA’s experiential offering with existing clients, and to reinforce the agency’s role as the regional experiential powerhouse of WPP as it accelerates growth across the Middle East & North Africa.

“We’re incredibly excited to have Safwan join the Geometry team to spearhead our experiential capabilities. He is a true pioneer in the events industry, with a proven track record delivering some of the biggest and best brand and governmental live experiences in the region. Even in the current climate we see a constant demand for experiences, and Safwan will significantly augment our offering, to deliver truly immersive and engaging experiences, both in virtual and physical worlds.

Safwan’s experience, combined with our heritage of deep discipline expertise in retail, design and innovation, allows us to expertly provide a true end-to-end commerce offering for our clients”, said Nick Walsh, Geometry MENA’s CEO.

Prior to joining Geometry, Safwan led Prisme International, a global large-scale experiences company. Heading its transformation from an artistic events production company to a global creative agency, Safwan positioned the company at the forefront of the experiential industry. His work across a diverse roster of clients – from government & public communications and smart cities, to premium real estate development and the re-imagining of cultural destinations – as well as his 20 years plus experience in larger-than-life events creation, production and management across the globe – has earned him some notable awards, these include: the RED DOT Award 2009 for Brands & Communication Design and IVCA London International Experience Award for the Opus by Zaha Hadid Launch at the British Museum in London. Safwan is now bringing his gravitas and expertise in the power of live and digital experiences to complement Geometry’s existing commerce and brand activation excellence.

“I am very happy and excited to join this bold and forward-thinking agency. Knowing Geometry’s pivotal role within WPP and the caliber of talents and tools that the agency invested in, it is only a matter of time for us to take experiential to a whole new level.” commented Safwan El Roufai, Geometry MENA’s EVP.

A new approach to live experience

The current COVID-19 outbreak has caused an acceleration in the thinking and delivery of live experience. Geometry has identified a growing opportunity for digital and live experiences to work together more impactfully to continue to deliver creativity that converts. So, we are excited to announce a new integrated, scalable experiential product that allows brands to continue to derive all the benefits they get from live experience but enhanced through both digital and physical engagement.

Enter Live Digital Experience, LDX.

LDX takes online experiences to new dimensions with a unique offline engagement strategy. It creates tangible brand moments that audiences will always remember and commercial opportunities that audiences will strive to be part of. By combining the digital and physical, LDX builds on trends that were already starting to influence live experience and pushes them to the next level. It offers a way to cut through in a crowded space and remain connected with target audiences in ways that deliver for brands, people and cultures.