School Reports 2018
[Extended edition]
Possible



Possible



Type of agency & ownership:  Digital agency, owned by WPP
Nielsen billings 2017: n/s
Declared income: n/s
Total accounts at year end: 28
Accounts won: 6 (biggest: Ikea)
Accounts lost: 2 (biggest: Shell)
Number of staff: 110 (+10%)
Key personnel: Chris Daplyn, chief executive; Simon Law, chief strategy officer; Lizzie Snell, head of client services; Pablo Marques, executive creative director
Star player: The little red ukulele thief

Year in review

Last year WPP announced the merger of its Possible and Wunderman networks. This year may begin to show what practical benefits might accrue from the alliance, under which Possible remains a standalone entity but clearly the junior partner.

Operating efficiencies are an obvious factor in WPP’s thinking, but its big hope will be that the combination of data and creativity offered up by the merger will give the combined group extra client appeal and enable it to build on business from existing shared accounts such as Microsoft.

For Possible’s London office, regarded as a key player in the network’s global ambitions, being part of an enlarged family has reaped tangible benefits in terms of management talent and new business. When Neil Miller, the UK chief executive, was moved to a wider role within WPP, he was replaced by former Wunderman managing director Chris Daplyn. He, in turn, was replaced at Wunderman by Possible’s managing director, Jo Hagger, albeit for only three months before she left. At the same time, the alliance led to a direct approach to the London office by Microsoft with a brief to create video content to support the UK launch of its Linx tablet.

Meanwhile, Pablo Marques’ first full year in charge of the creative department was marked by success. Its flagship campaign for Adidas’ Glitch boot not only scooped a silver and four bronze Cannes Lions, but was named by Campaign as one of its top 10 customer engagement campaigns of 2017.

And the year drew to a close with the agency working on a digital experience for Matchesfashion.com and a global digital redesign for Ikea.

Agency's Year In A Tweet


"21 Awards, 5 Lions, Boom. Aced mobile on Glitch, innovation on Specsavers, design on Aston Martin. Won Ikea, MATCHESFASHION.COM & Philips"

Scores


Score this year: 6
Score last year: 6
How the agency scores itself: 7
Management strength: 6
Creativity: 7
Innovation: 5
New business: 6
Diversity: 7

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Retained clients:

Adidas (Football) – GLITCH & Football App

Aegon

Aston Martin

Canon Europe

The Co-Operative

Grant Thornton

IHG

Specsavers

Project-based clients:

Danone

Ikea Global

MATCHESFASHION.COM

Microsoft (Globally retained – UK on projects basis)

Nestlé (Cailler)

NFUM

Canon Professional Photography

Canon Business

Top three spending accounts:

Adidas (n/s)

Specsavers (n/s)

(n/s)

Number of retained accounts: 20
Number of accounts that are projects: 8
Biggest win: Ikea (n/s)
Biggest loss: Shell (£1.3m)

Diversity


Awards

Haymarket award wins


Campaign Tech Awards: 1