WPP axes Possible UK brand in merger with Mirum

ChrisDaplynWPP is continuing to rationalise its agency brands by axing digital shop Possible in the UK in a merger with Mirum to form one “digital experience and innovation agency”.
Mirum was launched by JWT in 2015 as a global agency, merging 11 separate businesses, while Possible was formed in 2011 from the merger of four WPP digital shops. It was folded into the Wunderman network in 2017.
The new agency will take the Mirum UK name and will be a standalone brand within the Wunderman Thompson network. However, going against the WPP mantra of simplification, the Possible brand will live on in other markets.
The company claims the business will “deliver the best innovative creative, technology and experience design thinking”. It will bring together both London offices and development expertise based in Reading, Budapest and Katowice to create a team of over 220 specialists.
The agency’s specialist capabilities include web platform development, Apple and Google mobile platform development, and emerging technologies.
Possible UK group chief executive Chris Daplyn – who joined from Wunderman in November 2017  – will lead Mirum UK as CEO. He will report to Wunderman Thompson global chief executive Mel Edwards.
Mirum UK managing director Antti Lauronen is leaving the company to “pursue other opportunities”.
The full Mirum UK leadership team will be announced within the next few months.
Edwards said: “Chris has a proven track record of helping clients leverage innovative strategies to create meaningful experiences that inspire growth. I’m thrilled to have Chris bring these two brilliant brands together seamlessly in the UK.”
Daplyn added: “Together, these two young brands form an agency for clients who are seeking digitally transformative ideas, a new perspective on experiences and creativity that answers the needs of today’s brands and partners. I’m excited to lead this top-notch agency of innovators, creative technologists and data scientists for Wunderman Thompson.”

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