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WPP Folds Zaaz Into Possible Worldwide

Zaaz CEO Shane Atchison Takes Helm at Digital Network

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WPP continues to bulk up Possible Worldwide by rolling more of its agencies into the global digital-agency network, which it began building last year.

In the latest move, the holding company has folded another past acquisition, Zaaz, into Possible.

Zaaz CEO-partner Shane Atchison
Zaaz CEO-partner Shane Atchison

Zaaz CEO-partner Shane Atchison will become CEO of Possible, while acting CEO Trevor Kaufman will take the role of chairman. Mr. Atchison will manage Possible's day-to-day out of Seattle, while Mr. Kaufman will move into a more strategic role, which will include scouting more purchases.

WPP formed Possible last year by rolling up a number of its small to midsize shops, including Schematic and Bridge Worldwide. The goal is to create a scaled network that can compete with rival global digital agencies like Publicis Groupe 's Razorfish or Digitas, or AKQA.

WPP acquired Zaaz five years ago to align with the direct and digital agency Wunderman. Incorporating Zaaz into Possible adds more than 200 people, as well as search and digital analytics capabilities to the umbrella agency. Unlike some of its predecessors, Seattle-based Zaaz gets to retain its name.

"Zaaz will stand for performance marketing and search within Possible," Mr. Atchison said. It will continue to work with Wunderman and WPP media-buying unit Group M.

Possible plans to grow by acquiring, too. In June, the network acquired Brazilian digital shop Gringo.

Zaaz's revenue in 2010 was up 28% from 2009, to $32 million, according to Ad Age DataCenter estimates. New clients include Audi, InterContinental Hotels and Godiva. Possible Worldwide had revenue of $100 million last year, with wins at Disney, AMC, Sony and Starz.

With Zaaz, Possible now counts 23 offices and 1,200 staff worldwide.

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