WPP Merges POSSIBLE And Wunderman

WPP continues its agency consolidation efforts with word today that shopper specialist POSSIBLE is being folded into digital and CRM agency Wunderman. It's the most recent in a series of moves the holding company has taken to streamline its agency operations.

In May, the firm announced it was merging media agency Maxus into its larger sibling MEC. And last month Mindshare absorbed Ogilvy’s Neo. 

Though now part of Wunderman, WPP indicated that POSSIBLE will continue to operate as a standalone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read.

With more than 9,200 people in 200 offices in 70 countries, the combined group will form one of the world’s largest digital agencies, with a service offering that includes strategic consultancy, creative talent, technology expertise and data science in major markets worldwide. 

The combination also offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health.  

Among the clients the two agencies share is software giant Microsoft. 

In recent weeks, both agencies have launched comprehensive commerce capabilities.

Wunderman Commerce was formed in partnership with Salmon, the ecommerce consultancy. POSSIBLE acquired Amazon consulting specialist, Marketplace Ignition, to help brands and retailers grow their business on Amazon and other online marketplaces. 

The agencies also have an array of technology partnerships in place with tech giants such as Adobe, Amazon, Google, IBM, Marketo, Microsoft, Salesforce and Sitecore.
Wunderman's Read stated: “I’ve been closely involved with POSSIBLE since its inception and have long admired the creative and strategic excellence of its people. Clients today are looking for simplicity and expertise, and this move is designed to provide both.”
Atchison added: “Combining our deep and diverse capabilities is exactly the kind of forward-thinking move that will allow us to deliver business results for our clients.” 
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