School Reports 2017: Possible

Adidas Glitch
Adidas Glitch

Score: 6 
Last year: n/a


How the agency rates itself: 8

Six years ago, WPP pulled together a number of its small to mid-size operations to form Possible, a digital network capable of competing with rival offerings such as those within Publicis Groupe.

Since then, the network’s bosses have talked of London’s importance as a key market and a global centre for clients. Is this going to be possible for Possible in the UK? Struggling to overcome its lack of profile has not been easy. However, 2016 was a year when the agency seemed to begin reaping the benefits of a new and experienced senior management team and some serious players on its client list.

It started with the arrival of what the agency called the "final building block" of its management structure – the hiring of former Bartle Bogle Hegarty creative director Pablo Marques to take creative command.

He forms a managerial triumvirate with Neil Miller, chief executive, and Simon Law, chief strategy officer, who joined the previous year from Razorfish and Fabric Worldwide respectively.

The new team has got some good early runs on the board. In April, the agency saw off R/GA and Huge to win the Specsavers digital service design brief. And the year drew to a close with Possible designing and building an app to be used by potential customers for the Adidas Glitch football boots.

Add to these an assignment to create a new brand positioning for the InterContinental Hotels Group and a digital presence for Aston Martin, plus strong revenue growth and a jump in staffing levels by more than a fifth, and Possible begins looking like an agency that’s hitting its stride.


How the agency describes its year in a tweet

What a year. Thank you for picking us Adidas, Aston Martin, Bayer, HSBC, IHG & Specsavers.

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question