WPP has integrated POSSIBLE under Wunderman, offering the expanded group with the "scale, expertise and global" reach to better meet the demands of marketers worldwide. This is the second merger carried out by the network, with the first being MEC and Maxus in June.
According to the press release, POSSIBLE will continue to operate as a standalone brand within Wunderman. The move allows both digital agencies to offer clients experience around areas including marketing automation platforms, performance media, mobile and CRM, with specialisations in customer experience and content.
In a statement to Marketing, a spokesperson for Wunderman said there will neither be key personnel changes within POSSIBLE nor job cuts. Also, it will be working closely with POSSIBLE to explore opportunities for both agencies to collaborate on clients worldwide.
Technology partnerships will be at the core of the combined business, with more than 2,600 technology experts across both agencies working with companies such as Adobe, Amazon, Google, IBM and Microsoft.
Headquartered in New York, Wunderman has offices in 60 markets, including Singapore, Malaysia, Indonesia, the Philippines and Hong Kong. The digital agency focuses on three main areas - data and analytics, creative and marketing technology and automation.
Both Wunderman and POSSIBLE have launched "comprehensive" commerce capabilities in recent weeks. Wunderman Commerce was formed in partnership with Salmon, an award-winning e-commerce consultancy as its foundation to develop digital strategies and implement e-commerce technology platforms for clients.
Last month, POSSIBLE teamed up with Mindshare to offer media and data services to Amazon. The partnership will help brands leverage their media and e-commerce investments across the whole Amazon ecosystem. Both agencies believe that an integrated solution across media and e-commerce is now required as Amazon has become essential to the lives of consumers and brands.
It also acquired Amazon consulting specialist, Marketplace Ignition, to help brands and retailers expand their business on the e-commerce site and other marketplaces.
“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," Mark Read, Wunderman’s global CEO (pictured), said.
“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," Shane Atchison, global CEO of POSSIBLE, said.
Last month, the POSSIBLE named Anurag Gupta as chief growth officer in a bid to bolster its global team. Gupta is based out of Singapore and was tasked with working closely with the global and Asia Pacific teams. The Singapore office also conducted staff cuts earlier this year, reducing the headcount by 12%. Meanwhile in May, Elaine Ng, general manager of POSSIBLE Greater China, departed the agency after 12 years.