Great Idea. Now Make It Go Global.

The Wall Street Journal is reporting that a new super group has been formed. This one’s called Possible Worldwide.
Owned by WPP, Possible is made of these digital-specialist parts: New York-based Schematic, Cincinnati-based Bridge Worldwide, Singapore-based Blue Interactive and New Delhi-based Quasar.
“We see the digital business becoming more complex not only from a technical point of view but also from a geographic point of view. It is important to bring these businesses together to build another strong global network,” said WPP Chief Executive Sir Martin Sorrell.
“There’s so much turmoil right now, the agency landscape is changing,” said Trevor Kaufman, the soon-to-be installed CEO of Possible Worldwide and previous Schematic chief. “Digital agencies are most effective when they are not one-office boutiques, but larger and global.” (Someone challenge that line of crap, please.)
The new entity will be headquartered in New York with 18 offices worldwide including major operations in Beijing, Cincinnati, Delhi, Dubai, Kenya, London, Los Angeles, Mumbai, New York, Shanghai and Singapore.
Jay Woffington, Global President of the new agency said, “We’re an interactions agency, not a communications agency. We can address, not just advertising, but all the points where consumers and brands come together, no matter what the platform or channel.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.