WPP's Possible Acquires App Developer Double Encore

In a bid to strengthen its mobile offering, WPP digital creative shop Possible has acquired Denver-based Double Encore, a mobile app specialist that Possible has worked with on numerous projects. DE will be rebranded Possible Mobile over the coming months, according to the agency.

Terms were not disclosed, but the holding company reported that DE’s unaudited revenues for 2013 totaled $8 million. The acquired company’s clients include Major League Soccer, JetBlue, PGA Tour, Kingston Technology and Meredith Corp. DE employs 55 people.

To remain a leader in creative innovation, "Possible must continue to expand its capabilities in mobile, including helping clients develop engaging apps specific to their brand needs,” said Shane Atchison, global CEO, Possible. “The acquisition of Double Encore contributes to the agency’s ongoing growth strategy, while furthering our ability to deliver world-class mobile experiences for the ‘on-the-go’ consumer.”

Possible said the DE team “brings strong user-experience, creative design skills in application development, highly sophisticated technology skills and a culture of creating what's next in mobile, not what's now.”

Commenting on the deal, Ben Reubenstein, CEO of Double Encore, noted that in addition to strengthening Possible’s app development chops, it would provide DE clients with a broad array of digital services beyond the mobile space. “Having worked on many projects together, we see a natural fit to our work styles and ability to think creatively on behalf of our clients. This is an exciting period of growth for Possible, and we look forward to helping fuel it.” 

WPP said the acquisition reflects its continuing investment in rapidly growing sectors such as mobile and digital. WPP's digital revenues totaled more than $6 billion in 2013, approximately 35% of the Group's total revenues of $17.3 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years.

Possible is part of WPP Digital, which develops new digital services, provides common data and technology platforms for WPP clients and agencies and coordinates relationships with leading digital media and technology companies.

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