WPP will roll ZAAZ, an agency specializing in digital analytics and performance marketing, into Possible Worldwide, a digital creative shop.
ZAAZ CEO Shane Atchison has been named CEO of the combined organization. Seattle-based ZAAZ will remain a stand-alone brand, according to WPP.
“Shane will bring his energy and client focus to the task of developing Possible Worldwide into an even stronger global network,” WPP Digital CEO Mark Read said in a prepared statement.
Trevor Kaufman, Possible CEO, will become the agency’s chairman.
Possible employs 900 professionals; ZAAZ has 300 with offices in Seattle, Portland, Chicago, and Helsinki.
“This is very much a case where the relationship between Possible and ZAAZ will be greater than the sum of its parts,” Atchison said.
In February 2011, WPP combined four digital agencies under Possible Worldwide brand. The digital agency’s clients have included General Mills, P&G, Microsoft’s Xbox, and Target.