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WPP rolls out interactive agency specializing in mcommerce strategies

WPP Digital has rolled out Possible Worldwide, a new agency that will focus on mobile – particularly in the realms of apps, user experience design for mobile platforms, mcommerce and strategy for integrating mobile into a company’s overall marketing.
The interactive powerhouse was formed by WPP Digital agencies Blue, Bridge Worldwide, Quasar and Schematic. Launching with 18 offices across the globe, Possible Worldwide’s footprint encompasses operations in the United States, Europe, Asia, Middle East and Africa. 

Clients at launch include AT&T, Barclay’s, BBC, Comcast, Dell, Dow Corning, General Mills, Luxottica, Mazda, Microsoft, Nokia, Orange, P&G, Samsung, SAP, Southern California Edison and Starwood.
Mobile Commerce Daily’s Giselle Tsirulnik interviewed Eric Breitbard, senior vice president of Possible Worldwide, New York.  Here is what he said.

How will Possible Worldwide work to help clients create and integrate mobile initiatives?
Possible looks forward to helping clients with mobility just as we partner with them on all digital channels: Through a focus on customer value and great experiences.

We think we can best realize mobile connectivity’s amazing potential for reach and impact through holistic digital strategy, together with creative and technical innovation and leadership.
Why include mobile as part of Possible Mobile’s service offerings?
We create meaningful experiences on the digital platforms that connect our clients with their customers, and mobile usage is intrinsic to consumers’ lives.
Possible worked on mobile initiatives when mobile was considered an emerging platform, and we are passionate about continuing to innovate in our mobile practice as mobile connectivity becomes a predominant interaction channel.
What are some important trends you expect in 2011 in terms of mobile marketing and commerce?
Like most people paying attention to the mobile space, we think that the release and adoption of new technologies such as NFC and machine vision will bring interesting opportunities in retail and commerce.

Geographical awareness will continue be a huge driver for marketers and consumers alike.
But the single most important trend in mobility is in some ways more fundamental: our always-on connection to what you might call cloud-based services.

If you use the TripIt itinerary management service and an app called Flight Tracker, you’ve come to expect that, without tapping anything into it yourself, your phone just knows what gate you’re flying out of and whether your plane is delayed.

You might have noticed that your iPad knows where you paused a Netflix stream you started on your connected TV.
There are many possibilities for analogous services which we believe will benefit consumers and marketers alike. If you allow it, your phone could know – and remind you – that you’re due to refill a certain prescription, or that there’s a promotion available on your prescribed medication.

That’s probably coming in 2011.

This one is very first-world, but the idea that thermostats for our homes are only controllable from one place, on the wall, will start it’s gradual death in 2011.

As the benefit to marketers scales up, more mobile- and cloud-connected services will compete for audience attention, and the most meaningful, most valuable and most delightful experiences will win.
I understand that AT&T, Barclays, BBC, Comcast, Dell, Dow Corning, General Mills, Luxottica, Mazda, Microsoft, Nokia, Orange, P&G, Samsung, SAP, Southern California Edison and Starwood are launch clients. Will these companies be exploring new mobile strategies?
Possible is privileged to work with these great brands on their digital experiences.

While it’s true that we’re working on mobile strategies and initiatives for many of these companies, we can’t comment on our clients’ confidential plans.
Can you talk about Possible Worldwide’s experiential philosophy that emphasizes brand/consumer “interactions” with a focus on creating experiences that actively seeks out – rather than advertising they seek to ignore?
The old one-way, interruptive style of advertising works great, and it will continue to work.

But it’s just one facet of brand communication.

Because digital media are experiential – you touch, talk, tap, swipe and click your way through sites, apps, and services – interactive marketing narrows the gap between making brand promises and delivering on them.

Our teams and our clients are excited about this blurring of boundaries because we’re zealous about creating experiences consumers love.

We’ve also seen that these meaningful experiences work out well for our clients.
How is mobile changing the mandate for agencies? How are client demands different?
If agencies can tell clients how their customers use mobile connectivity and how to best reach them on their mobile devices, we’ll be in a strong position to address questions around applications versus mobile Web, which operating systems and device types to target, and what kinds of software to use to get there.

Fortunately, as an industry, we’re turning away from an early phase in mobile which was technology- and device-driven, and we’re headed into an understanding of the medium that’s driven by user experience.