WPP launches global interactive ad network Possible Worldwide

The agencies included in the new network are Singapore-based Blue Interactive, New Delhi-based Quasar, New York-based Schematic and Cincinnati-based Brigde Worldwide. 

Under the leadership of former Schematic CEO Trevor Kaufman as global CEO and Jay Woffington as global president, the network will consist of 1,000 staff members in 18 offices around the world.

Blue Interactive's Kenny Powar will serve as president for Asia-Pacific, Europe and the Middle East and Africa.

Clients at launch include AT&T, Barclay's, BBC, Comcast, Dell, Dow Corning, General Mills, Luxottica, Mazda, Microsoft, Nokia, Orange, P&G, Samsung, SAP, Southern California Edison and Starwood.

Each of the agencies involved has to date been very successful in their respective geographies and areas of expertise. Officially joining forces presents a huge opportunity to transfer skills between the companies and service clients with a global viewpoint. The partnership will give the agencies access to the cutting edge technology in experiential, retail, mobile and social media marketing coming out of the States.

According Powar, discussions between the four agencies started two years. The agencies have also been collaborating on individual client projects for over three years and the launch of Possible Worldwide serves to formalise the relationship.

Also based out of Singapore is Blue Interactive managing director Chester Tan who takes up the position as Possible Worldwide Singapore MD. Tan added that the agencies are all very similar in terms of their beliefs and culture.

The leaders of each of the founding members of the network will form part of Possible Worldwide's executive committee, but instead of being centralised in New York or London, the committee members will be based all around the world.

Supporting Possible Worldwide's interactions model is its data-driven approach and advanced analytics tools that allow the firm to optimise and improve its work over time. The firm develops solutions across the full range of digital media including mobile, web, television, digital-out-of-home, tablet, touch, online advertising and social media.