Personalized customer experience is the new brand.

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Illustration: Andres Gomez

By Andrew Dolby, Senior Copywriter, POSSIBLE LA

The digital age has seen the advent of many a new birthday tradition. The counting of Facebook friends posting on long forgotten walls, the flurry if Instagram tags and heartfelt captions, the weird DM from a distant ex looking to reconnect, and of course the awkward JibJab card from Uncle Stewart. Let’s not forget however, the very reason the internet was probably invented, the Holy Grail of consumer touch points, the Branded Happy Birthday email.

Some bear discounts and free desserts, others cutesy well wishes. And…


By Andrew Dolby, Senior Copywriter, POSSIBLE

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In late 2018, Patagonia reworked its mission statement. The company put a finer point on environmental activism, emphasizing its commitment to defending the planet in a time of crisis. In an age where anything and everything is a politicized rallying point for boycotts and backlashes, many brands hesitate to stand for anything. But in Patagonia’s case, it paid off. In the past decade, the company’s sales have quadrupled, and amplifying its social mission in divided times has a lot to do with that success.

What Patagonia has done is impressive, but one could argue…


It’s all about brand promise when it comes to designing healthcare systems in which we all can trust.

By Jason Brush, Global EVP of Experiences & Innovation, POSSIBLE

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Illustration: Paz Ulloa

Stop to consider the people you care about most. Some are no doubt only alive today because of advances in science and technology. Putting aside the the fact that many of us have been saved by vaccines, I think of my daughter, who has Type 1 Diabetes, saved by artificial insulin; I think of my father, who recently had an abdominal infection, saved by antibiotics; I think of my friend who nearly died in childbirth because of internal bleeding, saved by surgery. …


Preparing for data readiness requires doing more than just a quick fix.

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Illustration: Paz Ulloa

By Sav Khetan, VP of Technical Strategy, POSSIBLE

When it comes to getting in shape, you don’t merely go to a gym for a month, get up to speed and stay fit forever. We all know that if you want to continue being healthy, you have to keep exercising or you’ll go back to being a couch potato.

Oddly enough, a similar problem is facing companies today. With the arrival of AI, machine learning and automated everything, everyone is talking about data readiness. …


After the honeymoon phase, how will we keep the spark alive?

By Martha Hiefield, CEO Americas, POSSIBLE

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Illustration: Paz Ulloa

Dear Future Client,

As it stands right now, you and my team are only an RFP and a few rounds of pitching away from entering into a serious commitment. And I’m already concerned about where this relationship is heading. I know that as soon as we join hands, there will be an initial rush of bliss in which you think we’re perfect.

After the honeymoon phase, how will we keep the spark alive? Over time, all relationships change. Will you get used to us? Will our best efforts suddenly become boring? …


Addressing the challenge of “getting knocked up” and dealing with the pressures of work-life balance.

By Danielle Trivisonno Hawley, CCO Americas, POSSIBLE

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Illustration: Paz Ulloa

There is no level playing field in the advertising arena. Not for lack of trying per se, but simply because there is no male corollary to a female creative director needing to work through all the physical changes engendered by pregnancy. It’s not just culture; it’s science. Health risks and recovery time, medical and childcare problems, all fall primarily on women. No matter how enlightened the men on staff, they are most often exempt from the majority of these job disruptions. …


How legacy brands are ditching discounts to deliver value through bundling.

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Illustration: Paz Ulloa

By Sean Weller, Group Director, Strategy, POSSIBLE

Somewhere in the last five years, the humble bundle got an upgrade. From super-sized meals and big boxes of software, it grew into healthy, ready-to-cook, organic meal kits; services that send you expertly selected outfits of clothes; and integrated assistants that extend the capabilities of a product. Think total package.

So, why is this something new? Price. Old-school bundling was primarily all about price. Companies would take products and services — often with only a tangential relationship to each other and sell them together at a discount. …


It’s intern season in New York City.

By Erin Slovon, Talent Specialist, POSSIBLE

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As a self-proclaimed serial intern, I’m fond of this time of year. The six-train commute is a little sweatier, the LES bar lines are a bit longer, and the streets are buzzing with calls home. With their September plans on the line and a romanticized view of working in NYC, interns are here — ready to hustle.

For two years and counting I’ve run the summer internship program at my agency’s New York City office. Our ten-week program is designed to meet three goals:

  1. Interns will be embedded in our office culture
  2. Interns will…


In conversation with Kat Holmes.

By Rebecca Bedrossian, Global Content Director, POSSIBLE

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When it comes to inclusive design, few people have as much hands-on experience as Kat Holmes, founder of Mismatch.design. Her book on the subject, Mismatch: How Inclusion Shapes Design (available from The MIT Press in September 2018), sets the foundation for why designing with excluded communities results in better results for everyone.

Holmes served as the Principal Director of Inclusive Design at Microsoft from 2014–2017 and led a multidisciplinary team in the development of the Microsoft Inclusive Design toolkit, described by Fast Company as a radical evolution of design thinking and practices.

We…


After designing TV interfaces for years, it’s now painfully clear that cable and satellite TV needs to be rethought.

By Jason Brush, Global SVP of Experiences & Innovation, POSSIBLE

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Illustration: Paz Ulloa

A large part of my career as a UX and UI designer has been spent designing content distribution interfaces, having worked on interfaces for Comcast, the BBC, Cablevision, ABC, NBC, CNN, Sony, and more. My goal as a designer was to craft interactions that connect content providers with the right audiences, and audiences with the right content for them. But after designing TV interfaces for years, it’s now painfully clear that cable and satellite TV’s value proposition as a product and service needs to be rethought.

Viewers are cutting the…

POSSIBLE

We're an agency that believes a promise is the foundation of every good relationship & that every experience people have with a brand is a test of that promise.

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