WPP Is Combining 2 of Its Agencies, Possible and Wunderman, to Form a Digital Powerhouse

They will service Microsoft and develop strategies for Amazon

Wunderman and Possible are joining forces. Wunderman, Possible
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WPP announced it plans to combine agencies Wunderman and Possible, creating a super group of 9,200 people and 200 offices. Despite the new arrangement, Possible will continue to operate as its own brand, but it will be placed under Wunderman moving forward.

“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 in a statement.

Wunderman global CEO Mark Read said he is “most excited about what we can do together for Microsoft.” Possible and Wunderman both count the brand as a client in Seattle. Microsoft can now work closely with both agencies on a global level, which should make the process much more seamless.

Another focus will be leveraging technology partnerships that both agencies have developed and nurtured over the years. To date, the agencies have a combined 2,600 tech experts working with companies including Amazon, Google, IBM and Salesforce, among others.

Amazon will play a central role for both agencies in the future. Possible acquired the Amazon consulting specialist Marketplace Ignition, which helps brands grow their businesses through Amazon, earlier in the year.

“Winning on Amazon requires a brand and its agency partners to do different things than what they’ve done historically for 50 years. If you sell anything from baby carriers to popcorn, but don’t show up in Amazon searches, I’d go so far as to say your brand it not credible in that category,” Frank Kochenash svp of commerce of Marketplace Ignition, said at the time of the acquisition.

Added Read: “It’s early days but we’re going to keep going independently and start in three areas—Microsoft as our common client, helping clients develop their Amazon strategy, and mobile.”

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.