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POSSIBLE Staffs up, with User Experience and Creativity Front and Centre

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© Business Wire 2014
2014-02-17 12:10:01 -

Global digital agency POSSIBLE has today announced the reinforcement of its position at the forefront of user experience with the appointment of Mikhail Goldgaber as its London-based Head of Experience.

Goldgaber arrives from SapientNitro, with a brief to build POSSIBLE’s already world-class UX team. He is the latest in a wave of top-level appointments bolstering the WPP agency as a major new creative, strategic and technological force.

“POSSIBLE has an excellent UX team, and my job will be to put that at the centre of our agency, working across all of our departments,” says Goldgaber. “The focus is to get us working as efficiently as possible, and to ensure that we take advantage of all the possibilities of Agile-UX.

“Traditionally, agile was created

by developers, for developers, and it does not normally fit into a creative-led organisation. More and more agencies are embracing agile methodologies and we are going to see the expansion of Agile-UX across the industry, with POSSIBLE leading the way.”

POSSIBLE UK CEO Justin Cooke says: “Mikhail gives us the strong leadership in UX that we’re looking for and he is going to be vital in developing the culture and output of this agency. Our aim is to create a team that is uniquely adapted to the challenges facing today’s marketers, and these new senior appointments put us well along the road to doing that.”

Goldgaber’s appointment comes at a time when Agile-UX is increasingly recognised as a flexible, user-driven foundation for effective digital marketing and product design.

Joining Goldgaber in the senior team at POSSIBLE’s London agency is Creative Director Mike Watson, who comes across from Wunderman. These add to the autumn arrivals of EMEA CFO Mike McElhatton, formerly of Havas, Global Chief Technology Officer John Sutherby, formerly Global Director of Technology at GSK, Director of Operations Dani Bassil, formerly of Grey, and Global CMO Chien-Wen Tong from WPP.

Since its creation in August 2012 with WPP’s acquisition of leading digital shop Fortune Cookie, POSSIBLE London has made a bold pitch as a new kind of agency, marrying a start-up culture of creativity and rapid action with demonstrable strength in technology, strategy, scale and integration.


POSSIBLE is a creative agency that cares about results. We back up every idea with real-world insights to create work that makes a difference—and makes a measurable impact.

On paper, POSSIBLE is 25 offices spanning five continents. In practice, we are 1,100+ people offering local expertise to some of the world’s most dynamic brands. These include Microsoft, P & G, Starwood Hotels and Resorts Worldwide, The Bill & Melinda Gates Foundation, AT&T and Coca-Cola. POSSIBLE is part of WPP Digital; for more information, visit : .. , or follow us on Twitter @POSSIBLE : .. , on : .. and : .. .

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Hossam Abdel-Kader
Phone: +43 1 9582319

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