Geometry Encompass, the experiential marketing and brand activation agency under WPP Network, elevated Tanu Randhawa to the post of Chief Operating Officer, North. She will operate from the Gurugram office. She was earlier Managing Partner, a position she held since 2015.
Randhawa joined Geometry Global Encompass, then Encompass, as an executive in 2000 straight out of college in Chandigarh. In her 19-year-long stint with the company, she has grown to specialise in large format live experiences that span across events, exhibitions and brand activations. She has played a pivotal role in some of the award-winning special projects that the company has executed, including the BMW i8 launch, opening ceremonies such as the South Asian Games and Khelo India School Games and more than six Auto Expos for clients that include Hyundai, FIAT, Eicher and Mercedes.
Randhawa has handled a corporate portfolio of clients such as Hyundai, Eicher and luxury automakers like Mercedes and BMW. She continues to lead the BMW relationship for the agency. As part of the Special Projects team, she worked on major events such as the BRICS Summit and The India Africa Forum Summit among others.
Taking up the new role, Randhawa said, âBigger roles come with bigger responsibilities. I am delighted by the faith Geometry Encompass has shown in me. My years at the agency have helped me carve a niche for myself in crafting live experiences and large format events. I look forward to taking the legacy ahead while leading an extremely talented and innovative team and to further strengthen our brand position.â
Roshan Abbas, CEO and MD, said, âExperiential agencies need people at the top who can combine their expertise while embracing the new-age world of digital and data. Tanu has been a passionate advocate for this world and for empowering her young and passionate team always. Since April, she has been actively leading our new business development efforts while executing our large format projects. She has been instrumental in creating an environment where we embrace new ideas and has helped build a solution-centric approach with brands focused on long term partnerships.â