WPP -- already the largest digital player on Madison Avenue by a wide margin -- just got bigger, expanding the footprint of its Possible Worldwide unit with the acquisition of one of the U.K.’s fastest-growing digital shops, Fortune Cookie. Terms of the deal were not disclosed.
FC Founder-CEO Justin Cooke will become the U.K. CEO of Possible, which already is one of WPP’s largest digital marketing services networks with 26 offices worldwide. Its roster includes AT&T, Barclays, Comcast, The Bill & Melinda Gates Foundation, Procter & Gamble, Nokia, Microsoft, Mazda and Starwood Hotels and Resorts Worldwide.
The acquisition of the 190-person FC organizations significantly expands Possible's existing presence in the U.K., and expands the coverage of its Eastern European operations in Russia, Hungary, Romania and Serbia and adds a major new office in Poland.
Headquartered in Katowice, the Polish office solidifies Possible’s dominance as the biggest and fastest-growing digital agency in Eastern Europe.
The acquisition also gives Possible local offices in Sydney and Melbourne, Australia.
FC, which was founded in 1997, works across all digital media platforms, and has a roster including Canon, AEGON, NetJets, BP, UEFA, National Rail Enquiries and Legal & General.
Cooke also is a significant figure in the U.K.’s digital media scene, and currently is chairman of the British Interactive Media Association.