WPP's Possible Hires for User Experience Push

WPP digital agency Possible has appointed Mikhail Goldgaber as Head of Experience, with a remit to build the firm's User Experience (UX) team in London, and introduce UX, digital psychology and consumer neuroscience techniques across all departments.

Possible was formed in 2011 from the combination of four WPP digital ad agencies - Schematic, Bridge Worldwide, Blue Interactive and Quasar - to offer clients a data-driven approach to assessing the impact of their online campaigns, including advanced analytics tools and metrics. The firm also uses proprietary algorithms to measure a brand's presence against its competitors, and 'insight snapshots' which can track a client's presence, engagement and awareness across social media.

Goldgaber (pictured) joins from marketing and technology services firm SapientNitro, where he served as Associate Creative Director - User Experience. Prior to this he founded and led user experience consultancy HUE Ltd, and was Experience Director at Razorfish London, where he led the Information Architecture (IA) team. In his new role Goldgaber is joined by recently appointed Creative Director Mike Watson, who most recently worked at Wunderman.

Possible UK CEO Justin Cooke comments: '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.'

The business, which has 25 offices across five continents, and employs more than 1,100 staff, is online at: www.possible.com .