WPP launches new digital network Possible Worldwide in attempt to catch Publicis

Publicis Groupe has stolen a big march on the rest of the market with its digital agencies Razorfish and Digitas, dominating the US agency scene in particular.

Now WPP is trying to fight back with the formation of a new digital-only network Possible Worldwide, headed by Trevor Kaufman from one of its member agencies Schematic.

Possible is made up of WPP digital agencies not aligned with one of its big agency networks including US-based Bridge Worldwide and Schematic, Blue Interactive in Singapore and Quasar Media in India. Ad Age reports that the Possible agencies enjoy combined revenues of $104m compared to Razorfish on $317m and Digitas with $295m.

Possible has a lot of work to do therefore although WPP networks O&M, Y&R, JWT and Grey also handle chunks of digital work.

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