What's Possible Group

What What's Possible Group does

What's Possible Group Limited is an independent, privately held marketing services holding company registered in England and Wales, headquartered at 94 White Lion Street, London. The group operates a platform of semi-independent businesses targeting "Entrepreneurial Brands" — larger privately owned (often PE-backed) businesses and small-to-mid-cap public enterprises that sit between startup scale and slow-moving corporate scale.

The group's core operating businesses are The Specialist Works, one of the UK's larger independent full-service media agencies serving brands in the UK, Ireland, mainland Europe and the English-speaking world, and What's Possible Creative, a creative and production agency. A separate investment arm, Make Possible, backs founder-led, semi-independent marketing services startups, with two named portfolio companies: Vector (a 360 Amazon commerce business leveraging Amazon's shopper dataset) and Connections (a North American retail media platform described by Forbes as "the Airbnb of Marketing"). The group provides shared business partner services (technology, finance, people, culture, commercial) alongside financial backing and strategic support to these businesses.

Revenue is generated primarily through professional services fees from media planning/buying and creative production, supplemented by investment returns from the Make Possible portfolio. The company is B Corp certified (2024), operates without disclosed external institutional or PE ownership, and is led by founder and CEO Martin Woolley alongside a management team that includes a Deputy CEO, Chief Client Officer, Chief Commercial Officer and a Managing Director. Specific headcount, revenue, and customer concentration figures are not publicly disclosed.

Name

What's Possible Group

Legal name

What's Possible Group Limited

Website

https://whatspossiblegroup.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

What's Possible Group is an independent, London-based marketing services holding company operating The Specialist Works (media agency) and What's Possible Creative, plus a Make Possible investment arm backing marketing startups like Vector and Connections, serving larger privately owned and small-mid cap public "Entrepreneurial Brands" across the UK, Europe and the US.

Ownership category

akta.pro rank

Product category

Marketing Services

NAICS

Advertising Agencies (541810), Management of Companies and Enterprises (55)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

akta.pro secondary industry

Business Services (B2B) Growth Equity (FSANACAD)

Keywords

• Marketing services group
• Independent media agency
• Creative production agency
• Advertising services
• Brand strategy consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Marketing Services Revenue: Full-service marketing and media agency services through The Specialist Works (media agency) and What's Possible Creative (creative and production agency). Revenue generated from service fees for marketing strategy, media planning, and creative services to Entrepreneurial Brands.
2. Investment Returns: Make Possible investment arm generates returns from portfolio companies including Vector (360 Amazon Business) and Connections (retail media platform).

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

What's Possible Group is a privately held, B Corp certified marketing services holding company that operates full-service media, creative, and production agencies (The Specialist Works and What's Possible Creative) exclusively for 'Entrepreneurial Brands' in the UK, Ireland, mainland Europe and the English-speaking world. It also invests via its Make Possible arm in semi-independent marketing services startups such as Vector (360 Amazon commerce) and Connections (North American retail media platform), while providing shared business partner services (technology, finance, people, culture, commercial) to portfolio agencies.

Product overview

What's Possible Group is an independent marketing services group operating as a platform of semi-independent businesses. The group consists of two core operating businesses—The Specialist Works (full-service media agency) and What's Possible Creative (creative and production agency)—both built exclusively for Entrepreneurial Brands. Additionally, the Make Possible investment arm supports and invests in semi-independent marketing services startups, including Vector (360 Amazon commerce platform) and Connections (North American retail media platform). The group provides expert business partner services including technology, finance, people, culture and commercial support alongside financial backing and strategic guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• The Specialist Works

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• S4 Capital / MediaMonks: Sir Martin Sorrell's marketing services holding company combining media, content and technology services under a digital-first model. Closely comparable to WPG's structure of semi-independent agencies plus a tech/data backbone, and competes for the same mid-market and growth-brand clients.
• Stagwell Inc. Public marketing services holding company built through roll-up of digital, research, communications and creative agencies. Direct peer on the 'modern, tech-enabled challenger holdco' positioning and competes for similar PE-backed and growth-brand marketing budgets.
• Brandtech Group: Independent marketing and technology holding company (You & Mr Jones, Jellyfish, Collectively, etc.) founded by David Jones. Closely mirrors WPG's model of combining creative/media agencies with technology and platform investments.
• Dept Agency: Independent digital marketing and technology services group operating across Europe and the US. Comparable mid-sized challenger holdco competing for the same digital-first, mid-market and PE-backed brand clients.
• Croud: UK-founded independent digital media and creative agency using a 'crowd' model of on-demand specialists. Direct peer to The Specialist Works in the UK independent media agency space, serving similarly growth-oriented brands.
• Brainlabs: Independent digital media and technology agency operating globally, having absorbed Mighty Hive and other media specialists. Direct peer in the independent performance/media agency category serving similar mid-market and growth brands.
• Wpromote: Large US-based independent digital marketing agency serving mid-market and growth brands with media, SEO, creative and analytics. Comparable independent agency competing for the same 'Entrepreneurial Brand' marketing budgets on the other side of the Atlantic.
• Forward (formerly ForwardPMX): Global performance and digital media marketing agency focused on mid-market enterprise and growth brands. Direct peer to The Specialist Works and What's Possible Creative in the performance-driven agency category.

Broad incumbents

• WPP plc: Largest global advertising and marketing services holding company (Ogilvy, GroupM, VMLY&R, etc.). Sets the structural benchmark for marketing holdcos, and is the dominant incumbent against which WPG positions its independent, mid-market-focused model.
• Publicis Groupe: Global marketing and communications holding company (Leo Burnett, Saatchi & Saatchi, Publicis Media, Epsilon). Broad incumbent actively competing for the same mid-market and digital-first brand clients with integrated media + creative + data offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/whatspossiblegroup
• Xx.com/SpecialistWorks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about What's Possible Group