Geometry Global, the WPP-owned brand activation agency, has promoted its EMEA chief executive Pietro Leone to a newly-created global role leading its consultancy offering, Geometry Intelligence.

Leone will take up the position of chief operating officer for Geometry Intelligence from 1 June, and will be tasked with scaling the operation globally, beyond its current EMEA footprint.

He will continue to report to the agency’s global CEO Steve Harding.

“[Leone] has played a key role at Geometry from the very beginning as CEO of the EMEA region. He has been a cornerstone of the business leadership, a defender of our unique way of working, and a strong client partner,” said Harding.

“We are working hard to expand the footprint of our global clients and build our capabilities around the world, so I am delighted that [Leone] will now be able to devote his attention to this. This will be very good for us and for our clients.”

Leone added: “Geometry EMEA is a richly vibrant region and I am incredibly proud of the team and all our achievements. After 20 years in different regional roles, I am looking forward to new challenges, working with our global team, and, bringing Geometry Intelligence to the global market to help brands and businesses build growth.”

Geometry has recruited Claus Adams to replace Leone as EMEA chief executive. Adams joins from Cheil, where he held the role of senior vice president of the DACH region. He has also previously held roles at OgilvyAction, McCann Erickson and BBDO.