WPP to consolidate digital agencies into "Possible Worldwide"


WPP will roll up four digital agencies into a new agency, Possible Worldwide, with HQ in NYC and 17 other offices across the world. The unit, which would absorb Schematic and Bridge Worldwide in the US, Blue Interactive Marketing in Singapore and Quasar Media in India, would add WPP’s first digital-only agency network to its divisions such as Ogilvy & Mather, JWT and Y&R.

Trevor Kaufman, CEO of Schematic, is the new network’s CEO, reporting to WPP Digital CEO Mark Read, according to AdAge, which noted the rollup puts the new agency in the top 20 U.S. digital agencies by revenue,. Ogilvy Interactive and Wunderman are the only WPP agencies in DataCenter’s top 20 digital agency list.

Clients at launch will include P&G, AT&T, Dell, General Mills, Microsoft and Nokia.