Former Possible CEO Trevor Kaufman becomes chairman. Atchison (pictured) will continue to lead Zaaz as a standalone brand within the Possible network.

Zaaz divides its capabilities into ‘creative’, ‘performance’ and ‘engagement’ services, running from digital brand strategy and creative direction, through to analytics, user research, social media measurement and behavioural targeting.

Atchison, the author of Actionable Web Analytics, said: “The relationship between Possible and Zaaz will be greater than the sum of its parts. Both agencies share an ethos of creating remarkable digital experiences that people really delight in.”

He added: “The strengths in analytics and performance marketing that we bring from Zaaz will serve as a great complement to Possible’s existing service offerings.”