WPP digital agency Possible has added the lead role on Microsoft Surface's website to its work for the tech giant, following a review.
The assignment includes ongoing work on the site's strategy, design, user experience, consumer personalization tools and support documentation. Possible beat out Publicis Groupe's Razorfish and Interpublic Group's R/GA for the assignment, according to sources. R/GA was the incumbent.
"We're building Possible into an agency that will compete with the other global digital shops," said Possible CEO Shane Atchison. "The market is showing a new approach that balances innovation, that balances marketing sciences with a creative product that is kick-ass, [that] clients will buy."
WPP has grown Possible through the roll-up of smaller digital shops acquired by the holding company. Microsoft is among the agency's top 3 clients, with other previous and current assignments including Windows Phone. Possible's Seattle office will lead the agency's work on the surface site.
Microsoft spent almost $84 million advertising the Surface brand in 2012, according to Kantar estimates. Nearly $80 million of that went to TV, while only about $1 million went to paid search and digital display.
"TV can only do so much," said Josh Schmiesing, svp, group account director, of the win. "So it really becomes the role of digital to deliver on the brand's promise with content and romancing the product and everything else that needs to happen to tell the story."
Microsoft dropped prices on the tablet lineup last week, amid weak sales. The manufacturer shipped about 900,000 units in Q1 2013, as compared to Apple's 19.5 million and Samsung's 8.8 million, according to market research firm International Data Corporation.