• by Joe Mandese  @mp_joemandese, February 16, 2011

Possible Worldwide is the official name of a new unit inside WPP Digital that rolls the agency's disparate array of digital agency networks into one, centralized holding company unit combining: Schematic, Bridge Worldwide, BLUE and Quasar.

Schematic CEO Trevor Kaufman has been named global CEO of the new organization, which has 18 offices and about 1,000 staffers worldwide.

"The shift in marketing isn't just a shift to digital," Kaufman said in a statement explaining the Possible logic. "It's a shift from broadcasting messages to focusing on creating great branded experiences that benefit both the client and the consumer."