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WPP digital agency Possible shuts doors after two years in Australia

Possible logoWPP-owned digital agency Possible has closed its doors after working on projects for the last two years in the Australian market, Mumbrella understands.

The agency launched in Australia in August 2012 when it took over the offices of Fortune Cookie after a global acquisition of the London-based agency, but is understood to wrapped up work with its biggest client Canon Australia and opted to shut down.

Powar

Powar

However Possible APAC CEO Kenny Powar said the project work with the major client had been successfully delivered with the agency “technically” not closing.

Powar told Mumbrella: “The last couple of years we’ve had a project team on the ground in Sydney working with a couple of clients. A major requirement we had with a client, that’s now been delivered successfully so we’re just ramping down the thing.

“All that work is delivered, there was one major project which took about two years to deliver.”

He declined to say what the project it had been working on was, but said Possible had seven or eight staff members on the ground, with a lot of the work for clients done out of Singapore and Hungary.

On what is happening to the project team he said: “Some of them are moving back to Singapore and others are moving into other WPP entities.”

When asked if this meant Possible would have no presence in Australia Powar highlighted a recent partnership with WPP media agency Mindshare. “We launched something called Content+,” he said.

According to a media release Content+ is a “fully integrated content group used to generate real-time micro-content in a rapid production environment”.

Powar also said if future projects required a team locally the agency would deploy people to Sydney.

“We have project teams working all over the region and as and when client work comes up we put a team in place.”

The Possible Worldwide global network was created by WPP, the world’s biggest marketing communications holding company, in 2011 as a challenger for global digital network agencies such as Razorfish.

However it failed to pick up any substantial local clients in the Australian market following the acquisition of the Fortune Cookie offices.

Kennedy

Kennedy

Benene

Benene

Global clients of the agency, which is headquartered in London, include Pfizer and Johnson & Johnson.

It is understood Brian Benene, a former SapientNitro projects director, took over in July as operations director of the agency, whilst Adam Kennedy, who transferred to the agency when it acquired Fortune Cookie, had been general manager since last November.

Miranda Ward and Alex Hayes

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