WPP's Possible Acquires The Swift Collective

WPP digital agency Possible has acquired The Swift Collective, which offers a range of services including user research, business analysis and forecasting. Terms of the deal were not disclosed.

Portland, Oregon-based Swift was founded in 2007 by former Forrester Research exec Liz Valentine and creative Alicia McVey. The company offers a range of planning, creative, technology, social media, and online marketing services which also includes A/B and multivariate testing, and competitive, web site and multi-channel marketing analysis. With more than 70 employees, Swift is predicting 2014 revenues above US$13m.

Possible was launched in 2011 with the aim of offering a data-driven approach, advanced analytics tools, and metrics to help clients assess the impact of their online campaigns.

In a statement, WPP said the acquisition continues its strategy of investing in fast-growing markets and sectors such as mobile and digital. WPP's digital revenues (including associates) were over US$6 billion in 2013, and comprised approximately 35% of the group's total revenues of US$17.3 billion.

Web sites: www.wpp.com , www.possible.com and www.swift.co .